MMM involves analyzing historical data, such as sales, advertising expenses, and other relevant metrics across media channels, to quantify the relationships between marketing activities and business outcomes. It uses statistical models to assess the impact of each channel on sales.
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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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