Adapting to changes in consumer data tracking
In this report:
Moti Radomski, general manager of planning and measurement at Skai, dives into the questions brands need to ask themselves to decide if they can adapt multi-touch attribution to work in the future:
- Is my marketing measurement affected by data deprecation?
- How much inconsistency can I live with and still make solid data-driven decisions?
- What is the true goal of marketing measurement?
- Will MTA still be viable in a data-limited world?