How to Cut 40% of Ad Spend and NOT Lose Revenue with Ben Dutter
Measure Up
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Navigating Marketing Attribution Complexities
This chapter explores the intricacies of multi-touch attribution (MTA) in relation to other marketing measurement methods like marketing mix modeling (MMM). The speakers discuss the challenges of integrating various approaches amidst data limitations, advocating for a triangulation strategy to derive accurate insights. They emphasize the need for a balanced focus on creative ad performance alongside robust attribution methods to improve overall marketing effectiveness.
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