Multi-Touch Attribution – We Hardly Knew Ye
Marketing mix modeling (MMM) was not designed to measure ROI for small-scale, targeted digital campaigns. In 2014, multi-touch attribution (MTA) was the dream solution, tracking person-level media impressions, tying them to sales, and precisely measuring the value of every touchpoint. Then the walls went up. In January 2015, concerned about data (revenue) leakage, Google restricted tracking pixels on their display ad network. In 2016, Cambridge Analytica improperly used Facebook data, sparking a deep dive into digital data privacy. Today, from what began as self-interest and expanded to privacy concerns, the two largest walled gardens – Google and Facebook – representing over half of US digital media spend, have largely shut off third party access to their person-level impression data.