I’m noticing a lot of marketers and analysts talking at cross-purposes about the ‘death’ of MTA (Multi-Touch Attribution)
Our stance at Recast is that all attribution methods are useful in their own way, but none of them should be trusted alone. The right approach is to triangulate the value of marketing with multiple signals and methods.
We also believe you don’t have to start overly complicated. Small brands under $100k a year in ad spend running 1-2 channels shouldn’t be worried about MMM or lift testing, and can get a good enough directional read from their channel reports to optimize.
Layering in post-checkout survey on top of a google-analytics report is plenty for most brands. From there you can add on lift tests and get to MMM once the upfront investment is worthwhile