MMM makes comeback as cookiepocalypse kills multi-touch attribution

MMM makes comeback as cookiepocalypse kills multi-touch attribution

2d ago
MarTech.org AI SprinklerAS Martech_landscape

The Gist

  • MTA now only useful for tactical optimizations like email subject line tests
  • Marketing Mix Modeling resurfaces for strategic budget allocation amid tracking gaps
  • Dark funnel activity (Slack, communities) forces shift to statistical correlation

RevBots.ai View:

Teams in the AI Sprinkler phase are layering MMM on top of broken attribution systems instead of rebuilding measurement for an AI-native world.

Full Story: MarTech.org →