The Drum – Why AI is Critical for Marketing Success
Take a look behind the curtain to understand the reasoning behind the rapid growth and adoption of AI for marketing.
In a cookieless world, attribution is old news.
Let’s be honest: Multi-touch attribution (MTA) has always been challenging to pull off. Even before Facebook and Apple walled off their data, there wasn’t enough impression-level data to build an accurate model. In fact, MTA models often yield eerily similar outputs to last-touch attribution, suggesting that budgets should shift toward retargeting and branded search tactics. That isn’t always the right recommendation.
To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate.
Related Thoughts
Take a look behind the curtain to understand the reasoning behind the rapid growth and adoption of AI for marketing.
Hear how Coegi’s Ryan Green uses strategies and techniques from his poker background to be a better marketer.
Tell us about your project
Cookie | Duration | Description |
---|---|---|
cookielawinfo-checkbox-analytics | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics". |
cookielawinfo-checkbox-functional | 11 months | The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". |
cookielawinfo-checkbox-necessary | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary". |
cookielawinfo-checkbox-others | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. |
cookielawinfo-checkbox-performance | 11 months | This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance". |
viewed_cookie_policy | 11 months | The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data. |