What Does MTA Measure? - Prescient AI
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November 14, 2023

What Does MTA Measure?

MTA measures the effectiveness and contribution of each touchpoint in a customer’s journey towards a conversion. It evaluates the role of different marketing channels and interactions in influencing the customer’s decision, which marketers can then use to make higher level decisions, such as marketing budget allocation, more effectively.

Here at Prescient AI, we believe that MTA is more effective than previous methods like single-touch attribution, but has significant challenges. That’s why we built our dashboard using marketing mix modeling, which relies on AI and advanced statistics instead of relying on technologies like tracking pixels. You can read more about tracking pixel limitations here, and we cover the challenges MTAs face more in-depth in our guide that breaks down the big question: what is multi-touch attribution.

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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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