There are several methods to allocate marketing budget across channels. Marketers often use terms such as Media Mix Modeling (MMM), digital attribution, multi-touch attribution and cross-channel attribution, but what do these terms mean? What are these techniques used for? Are these methods complementary? In this article, we’ll take a look at how attribution modeling and MMM work, and why you need them for a true perspective of media impact on sales and KPI. [Read More…]