Unified Marketing Measurement – UMM

Insights

• Marketing Mix Modeling (MMM) and Multi Touch Attribution (MTA) are increasingly meeting their limits to answer the challenging questions marketing managers face.

• MMM and MTA cannot fully reflect the current marketing reality, because they do not link the interdependencies between the online and offline worlds.

• The goal of UMM is not to apply MMM and MTA simultaneously. Rather, the aim is to create a uniform model for evaluating marketing effectiveness.

• The interaction of both models enables

  advertisers to measure marketing investments differently and more accurately in order to develop coherent and consistent action plans.