For SMBs with strong tracking and high data quality, these tools can be sufficient. However, taking attribution to the next level requires a customized MTA by: Using a tool that allows customization.

For subway and bus riders facing waits of 12, 15 or even 20 minutes, the bottom line is that the MTA requires a new revenue model to achieve fiscal sustainability that’s less dependent on ...

MTA vs. MMM: Which marketing attribution model is right for you? Story by Benjamin Wenner • 1mo. Measuring marketing effectiveness is essential for any business investing in multiple channels.