Marketing Mix Modeling vs. Attribution: Which One Is Right for Your Business?

Although some have termed 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what attribution is. The concept is simple: You attribute credit and value where they are due. And in today's analytics-driven, multichannel world, we all want to know not only whether what we're doing is working but also where, when, with whom, and how well.Read the full article