"No single ad measurement methodology works well anymore for brands with multiple points of sale. Attribution startups and consultants use 'triangulation' to refer to a patchwork approach between multitouch attribution (MTA), marketing mix modeling (MMM), and incrementality testing."
"MTA is useful for understanding a marketing conversion or customer journey that's happened within the past day or week, especially when someone can be tracked online by conversion events and pixels."
"MMM evaluates a far broader span of media - every cent spent by marketing, in theory - but never at an individual level. The idea is to answer questions about what might have happened with a different media mix."
"Incrementality sits in between. Incrementality tests don't track individuals or provide user-level insights, and, unlike MTA, it takes some days or weeks to run an effective test."
Brands with multiple points of sale require a combination of measurement methodologies for effective advertising. Triangulation involves multitouch attribution (MTA), marketing mix modeling (MMM), and incrementality testing. Northbeam's new incrementality testing feature aims to enhance digital attribution. MTA provides insights into short-term customer journeys, while MMM evaluates broader media spending. Incrementality testing serves as a calibration layer, incorporating digital data streams but lacking individual-level insights. This multifaceted approach addresses the complexities of modern advertising measurement.
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