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Truthfully, I believe mix modeling ought to be carried out at the side of a extra detailed channel-particular analyis to get at these questions: execute mix modeling to decide how a lot spending to allocate to digital, then use attribution modeling to find out how the price range is allotted within digital (search vs. show vs. video and many others.).
After all that is to not say search is irrelevant, the true perception is that multi contact attribution modelling is most definitely a step closer to correct measurement, which in fact means marketers can start to accurately perceive media … Read More