In this post, we’ll take a closer look at the differences between marketing mix modeling and attribution modeling to know which of the two is best for your company.
One of the most popular models you can use is the linear attribution model. The linear attribution model tracks every touchpoint that a prospect takes during the buying journey. Many businesses choose this model because it considers the entire customer journey, gives credit to multiple engagements and provides a comprehensive view of the overall marketing strategy.
Owners of networks – franchises, directories, and marketplaces – have a problem: they aren’t getting credit for the value of their advertising.
If you were to stop all of your advertising on Facebook, would your revenue – incrementally – actually go down? Or are those Facebook ads only cannibalizing sales you would otherwise have generated via another channel? Incrementality is the impact witnessed when advertising on a medium is active versus ads on that medium not being active.