MAKING ATTRIBUTION, INCREMENTALITY, AND MMM PLAY NICE TOGETHER

Marketers face the challenge of choosing the right measurement mix, considering the strengths and weaknesses of each tactic. It is essential to explore all options to create a harmonious marketing strategy.

Measurement Orchestration is the art of making Attribution, Incrementality, and MMM Play Nice Together. This white paper is written for marketers who understand that marketing is not merely operational but a strategic endeavor. Like orchestra conductors, marketers need to unify various marketing tools and methodologies to create a harmonious marketing strategy. 

In this white paper we addresses the need to understand the right scenarios when to choose a specific measurement method over another, or when to combine them, especially in the age of privacy changes. 

The paper introduces and compares three key measurement methodologies: user-level tracking, incrementality measurement, and media mix modeling (MMM), highlighting their strengths and weaknesses. The aim is to guide marketers in combining these methodologies to achieve effective marketing orchestration and continuous growth.