Attribution and Media Mix Modeling

  • Level: beginner
  • Study time: 20 mins
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Discover how Attribution Modeling and Marketing Mix Modeling help you measure marketing effectiveness and guide your investments with confidence.

Highlights:
  • Attribution Modeling: identify the role of each digital touchpoint in the customer journey and refine your campaigns at a tactical level
  • Attribution models: first-touch, last-touch, linear, position-based, time-decay, and data-driven, each answering a specific business question
  • Marketing Mix Modeling (MMM): evaluate the overall impact of your investments across all channels, online and offline, while accounting for external factors and seasonality
  • Attribution x MMM: combine tactical and strategic perspectives for a complete measurement framework, from micro to macro


Walk away with the keys to plan smarter, optimize faster, and make budget decisions with greater confidence.

Neutrum: AI-Powered analytics for smarter marketing decisions

  • Level: beginner
  • Study time: 25 mins
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This video introduces Neutrum.AI, an analytic AI platform that turns complex marketing and sales data into actionable insights.

It covers the company behind it, the "explainable AI" approach, the six modular SaaS applications, the business model, and the platform's architecture, with a focus on explainability and European data compliance.