Many organizations employ some combination of marketing mix modeling (MMM) and multi-touch attribution (MTA) to assess the impact of their marketing campaigns. But in most cases, those two measurement methodologies exist independently of one another, leading to inefficiency at best and an inaccurate view of actual performance at worst.
Discover why the answer to this misalignment is unified measurement strategies, in which models are bought together to limit miscommunication and accelerate time to insight, with Bayer and TransUnion® leaders. You'll find out: