unifying

Unifying multitouch attribution & marketing mix modelling

MTA and MMM are powerful when used separately, but when used together, they can be transformative for marketers Modern customer journeys are long, with myriad touchpoints between initial awareness and the ultimate decision. One shopper might end up on your website by way of an organic search but won’t make a purchase until reading a …

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Is your customer the unifying thread? How to do martech right

In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play. During our meeting, my contact handed me a single sheet of paper with 20 different logos representing all the technologies they used to support …

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