MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone

T2Covered by 1 source · first reported by AdExchanger / Digiday / MarTech / Search Engine Journal at 19 Oct, 04:35 UTC

Every media dollar eventually has to answer the same uncomfortable question: Did it create new revenue, or simply take credit for revenue that was coming anyway? A channel with exceptional reported ROI may simply be capturing existing demand. Another may appear less efficient while creating…

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Sources

• T2MMM Is Getting Smarter. It Still Can’t Do The Whole Job AloneAdExchanger / Digiday / MarTech / Search Engine Journal19 Oct, 04:35