• Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) are increasingly meeting their limits to answer the challenging questions marketing managers face.

  • MMM and MTA cannot fully reflect the current marketing reality, because they do not link the interdependencies between the online and offline worlds. UMM is precisely following up on this challenge.


  • The goal of UMM is not to apply MMM and MTA simultaneously. Rather, the aim is to create a uniform model for evaluating marketing effectiveness.

  • The interaction of both models enables
    advertisers to measure marketing investments differently and more accurately in order to develop coherent and consistent action plans.

Adtriba is a SaaS solution for holistic marketing measurement and optimization, customer journey analysis and cross-channel management. Sounds interesting?
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