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https://www.oktopost.com - The eternal CEO question is, where did the marketing department’s budget go? Despite conscious efforts to stick to data-driven analysis with the goal of providing accurate and specific answers, attribution is still not where it should be. Part of the reason for that is an ongoing divergence of opinion over the type of measurement model to use.

Let’s take a deeper look into Attribution Modeling, its various subtypes, and another option called Marketing Mix Modeling, to see if we can discern which is the correct protocol for attribution measurement.