At Prescient, we believe the best attribution model is one that uses machine learning and AI to uncover the campaign, tactic or channel most likely to have driven a conversion rather than models that rely on technologies that face data tracking and privacy restrictions. That means we believe marketing mix or media mix modeling is the best type of attribution model—but we also built our own that’s more robust than other MMMs on the market.
While all MMMs are more accurate than single-touch or multi-touch attribution, traditional (legacy) media mix models are slow, expensive, and only provide channel-level insights. Prescient AI’s new MMM is fast, refreshes daily, and provides insights down to the campaign level.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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