Marketing measurement has a clarity problem. Multi-Touch Attribution (MTA) shows you what’s converting right now, but it misses the bigger picture — offline channels, brand impact, and long-term effects. Marketing Mix Modeling (MMM) fills that gap with a top-down, data-driven view of what actually drives revenue over time.
In this episode, Joe Domaleski breaks down how MTA and MMM differ, why they often disagree, and why you need both. You’ll learn what each model measures, the data they require, where they fall short, and how to start building MMM even with imperfect data.
Watch to understand how modern teams combine MTA for day-to-day optimization and MMM for smarter, long-term budget decisions — and how to make both work together.
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