AOL Claims It Can Close Gap Between Mix Models And Attribution

Now, MMM estimates a model that reports the returns of various marketing investments per media channel. Multi-touch attribution matches the channel credit to the marketing mix modeling analysis giving marketers one view of the numbers.

Convertro, part of One by AOL Attribution, the marketing brain of the One platform, now considers incremental and outside influences like competition, economic conditions and weather.

Monthly insights now replace historic reports marketers generate once or twice yearly in the form of a Power Point to help plan budgets for ad campaigns. The data will account for aggregate media like print, out of home, as well as social media, mobile, and search.