There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most well-established ones are:
• Multitouch attribution.
• Incrementality testing.
• Marketing mix modeling.
• Conversion modeling.
Each approach is great in its own way, but there are particular limitations that prevent them from delivering adequate results. Prior to examining the marketing measurement approaches, let’s see the current conditions in which they have to operate—the cookieless world.
