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IOW, you can't use MTA tools alone.Combined forces: when attribution falls short, take a unified viewhttps://www.thedrum.com/industryinsights/2018/11/28/combined-forces-when-attribution-falls-short-take-unified-viewFor many years, Multi-touch Attribution (MTA) has been held up as a magic bullet that will solve many challenges for marketers and show them the true worth of their efforts and be able to optimise in real time. But the truth is MTA on its own has been a source of disappointment.While MTA may be a powerful method for understanding the digital touch points that influence customers, it is not enough on its own to answer the demanding questions marketers face – especially in the age of privacy legislation and increasing difficulty accessing user level data. While granular, MTA only provides a partial view of marketing efficiency without accounting for factors like offline activities, baseline sales and external factors. That’s where Unified Measurement comes in.
IOW, you can't use MTA tools alone.
Combined forces: when attribution falls short, take a unified view
https://www.thedrum.com/industryinsights/2018/11/28/combined-forces-when-attribution-falls-short-take-unified-view
For many years, Multi-touch Attribution (MTA) has been held up as a magic bullet that will solve many challenges for marketers and show them the true worth of their efforts and be able to optimise in real time. But the truth is MTA on its own has been a source of disappointment.
While MTA may be a powerful method for understanding the digital touch points that influence customers, it is not enough on its own to answer the demanding questions marketers face – especially in the age of privacy legislation and increasing difficulty accessing user level data. While granular, MTA only provides a partial view of marketing efficiency without accounting for factors like offline activities, baseline sales and external factors. That’s where Unified Measurement comes in.
