MICHAEL A. COHEN, PH.D., HEAD OF DATA SCIENCE & ANALYTICS, CONVERTRO
A new, more elegant solution is required. A sophisticated unified measurement model will yield major marketing outcomes. In order for MMM and MTA to exist harmoniously they must be effectively unified in a single model. They must establish the same link between marketing actions to marketing objectives, and they must process the same data inputs, considerations, and variables.
Having a model that exists within a single framework allows the entire marketing organization, from the channel marketing managers to the CMO, to more effectively execute and optimize marketing efforts. A single model provides a consistent and more accurate set of metrics, better informs how to drive decisions and allocate marketing budget, and helps marketers influence the entire consumer journey and achieve key objectives.