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. Often weekly data and regression techniques are used to understand the incremental effect of spending an additional euro on each of the marketing channels. How is ToM awareness impacting sales?
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