Marketing Mix Modeling (MMM) has been used by CPG and consumer goods and services brands for decades and was, before the digital age, one of the main tools available for holistic marketing measurement. Attribution modeling sprang up with the advent of digital marketing and soon became the preferred technique for digital-native verticals such as e-commerce and mobile app based services where most or all of the user journey takes place online. Attribution was able to provide a very granular, user-level view of which online marketing channels delivered the most conversions. In addition, it was also real-time making it extremely attractive for user acquisition teams to make quick, tactical decisions on allocating marketing spends.
The Way Forward for Measurement for Digital Natives
MMM and attribution have so far existed in their own silos. Until now, the choice of which solution to use for measurement was largely driven by the industry you were in. Digital-native advertisers typically opted for the speed and granularity of attribution, while more traditional or omnichannel advertisers opted for the accuracy and wider view that MMM delivered. However, with the improvements that next-gen MMM now offers, digital advertisers can now have the best of both worlds. They can combine and leverage the benefits of both attribution and MMM for much more comprehensive measurement and insights through a future-proof measurement stack.