Gartner Research

Media Mix Modeling vs. Attribution Modeling: Which Is More Effective?

Published: 22 August 2012

ID: G00238627

Analyst(s): Andrew Frank


Media mix modeling and attribution modeling represent two ways to answer the basic question: Which of my marketing activities is working? Savvy digital marketers are learning how to combine both to get the best results.

Table Of Contents


  • Move Away From an Exclusively Top-Down Approach
  • Understand the Pros and Cons of a Bottom-Up Approach
  • Take a Hybrid Approach to Media Mix Modeling
  • How to Combine Top-Down and Bottom-Up Techniques
  • What to Do Next

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