Marketing attribution in a privacy-first world: MMM, incrementality testing, and triangulation with Andrew Covato
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Description
In today's episode of the Marketing Intelligence Show, we delve into the world of marketing measurement in a privacy-first environment. Evan Kaeding chats with Andrew Covato, a measurement and growth consultant, to expose the limitations of traditional methods like last-click attribution and retargeting. We'll explore powerful alternatives like Marketing Mix Modelling (MMM) and incrementality testing, and discover how to combine them for a holistic view of marketing effectiveness.  Learn how to break free from the misleading data and optimize your campaigns for real results.
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Published 08/08/24
Published 08/08/24