Making Connections by Jax • 137 implied HN points • 12 Jun 23
- Marketing attribution is becoming more challenging due to privacy regulations like Apple's App Tracking Transparency.
- Marketing Mix Modelling (MMM) provides a top-down approach to understanding ROI by analyzing historical data and external influences.
- Lift tests offer a bottom-up method to prove causation in marketing effectiveness, requiring experimentation with test and control groups.