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English Which solution fits your marketing organisation?
If you want to measure the contribution of marketing more accurately, you can choose between platform reports, agency dashboards, your own analytics environment, a one-off MMM study or a continuously updated model. These solutions differ in independence, the expertise they require, implementation and the questions they can answer.
Which analyses do you need?
For day-to-day campaign optimisation, platform dashboards can be very useful. To assess your total media mix, you need an approach that analyses channels together and checks forecasts afterwards.
Which expertise and support do you need?
Your own model needs people who unlock the data, maintain the assumptions and interpret the analyses. An external platform takes over part of that work, but it still depends on the quality of your data and the quality of your decision-making.
Marketing Mix Modeling vs last-click attribution
Last-click is simple and widespread. Marketing Mix Modeling is more complete and more reliable. This is the difference, and when to use each method.
ComparisonFirst-party attribution vs multi-touch attribution
Both measure digital conversions, but they rely on different data. That difference determines which method remains reliable as third-party cookies disappear.
ComparisonMarketing Mix Modeling vs multi-touch attribution
Multi-touch attribution analyses the digital customer journey. Marketing Mix Modeling analyses all channels on incrementality. This is the difference and the choice.
ComparisonComparing marketing attribution software: what to look for
Attribution tools differ greatly in what they measure and how reliable that is. These are the criteria that determine whether a tool allocates your budget fairly.
See Datafy for your own data
Book a demo and we will show you what a Marketing Mix Model reveals for your channels.