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Incrementality Testing, like MMM (Marketing Mix Modeling or Media Mix Modeling), benefits from controlling for the broad set of media and non-media factors that impact the consumer decision making process. Like MTA (Multi Touch Attribution), Incrementality Testing can measure the effects of media at a very granular (campaign/audience/ad set) level but without relying on the challenges associated with user level path building and data collection/reconciliation issues.
MMM lends itself to big strategic media portfolio considerations and long-term planning cycles while incrementality and MTA outputs can be used to make tactical near-term shifts in budget allocation.
|Full Media Portfolio Planning||Yes||Yes||No|
|Tactical Media Optimization||Yes||No||Yes|
|Digital Ad Optimization||Yes||No||Yes|
|Reporting Refresh Frequency||Daily||Quarterly||Daily|
|Measures Clicks & Impressions||Yes||Yes||No|
|Offline Marketing Measurement||Yes||Yes||No|
|Design of Experiments Methodology||Yes||No||No|
Madan is a leading expert in multi-touch attribution and adtech systems.