Marketing Mix Modelling versus Attribution Modelling: What is the difference and why you should know it
Marketing Mix Modelling and Attribution Modelling have the same basic goal: measure the business impact of marketing channels and find out how to allocate marketing budget between channels in order to achieve the best possible results. The key difference between the two methods is that MMM analyzes effectiveness of marketing budget distribution from a top-down perspective, while attribution models are calculated at the level of a specific user (bottom-up approach).