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The Basics Of Incrementality & Measurement with Michael Kaminsky - Episode #139

The People of Digital Marketing

CHAPTER

Analyzing Multi-Touch Attribution and Marketing Mix Modeling

This chapter explores the concepts of multi-touch attribution and marketing mix modeling in digital marketing. It discusses the limitations of multi-touch attribution and the emergence of marketing mix modeling as an alternative approach. The chapter also highlights the challenges posed by privacy regulations and the elimination of cookies in tracking touchpoints.

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