As they struggle to estimate the impact of their paid social and creator marketing activity, more marketers are turning away from deterministic measures of media success, and towards hybrid approaches and mixed media modelling (MMM) AI software.
It’s a sea-change for marketers used to depending on last-touch attribution metrics that come directly from social platforms.
Practitioners in the paid social and influencer marketing space have long been skeptical regarding the use of last-touch attribution models because they risk unduly crediting lower-funnel marketing channels with sales.
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