David Dixon

Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it aligned to how media was bought. Nowadays however, buys are increasingly integrated, meaning that media conglomerates like Comcast, Facebook, and Google package multiple channels together. When channels like TV and digital are bundled […]

A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to understand their essential differences. Traditional MMM – a mature, decades-old solution, founded by economists – is backed by an economic theory that substantiates causation behind the models. MTA, on the other hand, arose from