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Marketing Mix Modeling (MMM)

marketing analytics attribution modeling

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ATTRIBUTION AND / OR MARKETING MIX MODELLING - AN OVERVIEW

2025-02-01 · Superweek 2025

talk

by Timo Aden

Marketing

How to judge the performance of marketing campaigns, who shall get the credit and how to allocate budgets? For many years Attribution was a hot topic and many questions and discussions were about how to best attribute conversions. Is this the best solution or are there others such as Marketing Mix Modelling to increase media efficiency?