Topic: multi-touch attribution mta ineffectiveness

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  • Say Goodbye to Multi-Touch Attribution Now
    June 20, 2025

    Say Goodbye to Multi-Touch Attribution Now

    Multi-touch attribution (MTA) is declining due to its misleading insights, overemphasis on clicks, and inability to account for privacy changes like iOS updates. Marketers persist with MTA due to sunk cost bias and familiarity, even though it optimizes for the wrong metrics and fails to measure t...

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media mix modeling mmm incrementality testing (1) technological privacy changes affecting mta (1) sunk cost bias familiarity mta (1) need combining measurement approaches (1) future marketing measurement (1)