Gartner Research

Understand Attribution and Marketing Mix Modeling

Published: 29 July 2016

ID: G00295843

Analyst(s): Martin Kihn


Marketing leaders with significant advertising budgets turn to multitouch attribution and marketing mix modeling to measure and improve the impact of their marketing efforts and media investments. Use this research to gain an overview of common techniques and how they are used.

Table Of Contents
  • Key Challenges



  • Understand Measurement's Purpose
    • Absolute vs. Relative Impact
    • Data Inputs
  • Understand Requirements and Challenges
    • Requirements for Success
    • Combining the Methods: Unified Measurement
  • Use Five Steps to Design a Realistic Marketing Measurement Plan
    • Step 1 Define Goal
    • Step 2. Build Team
    • Step 3. Prep Data and Collection
    • Step 4. Perform Modeling
    • Step 5. Use Results
  • What to Do Next

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