Bart De Pauw of GroupM and Marcel van der Kooi of ScanmarQED discuss Triangulation
ScanmarQED
JANUARY 10, 2024
Triangulation considers Marketing Mix Modeling (MMM), Experiments and Multi Touch Attribution (MTA) as the three corner stones. MTA is providing insights into how digital channels are contributing to a conversion both at campaign and ad level. Each solution has strengths and weaknesses and there is no silver bullet.
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