Introducing Holistic Marketing Measurement

Questions still linger like “What are the exact marketing contributions to top-line growth or baseline sales”, “Where and how much does marketing contribute mostly per channel and touchpoint in the customer journey” and “How do I balance short- and long-term optimization in terms of sales tactics versus branding initiatives?”.

Previously, these questions have been addressed in different ways by two different set of measurement practices, Marketing Mix Modelling (MMM) and Multi-Touch Attribution (MTA).

The shortcomings of previous methods lead to Holistic Marketing Modeling
However, the previous practices have either not been granular or digital enough (MMM) or are based on cookie data (MTA) which will become less available with GDPR privacy compliance and Big Tech increasingly abandoning this kind of 3rd party tracking.

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