Data Gurus

Jeff Greenfield sits with Sima Vasa today for the sixth installment of this Attribution Accelerator round-up series. He shares how marketing mix models differ from multi-touch attribution, as well as how the latter helps marketers play in the modern space. Jeff Greenfield - C3 Metrics and Attribution Jeff is the COO and Co-Founder of C3 metrics. He says that attribution in the way C3 plays it is a convergence of all things coming together. Prior to multi-touch attribution, marketers were stuck with broad, top-down marketing mix models. A progressive company gets a new model done every year and this model will dictate budget allocation. However, there are no clear-cut goals in terms of a feedback loop to direct marketing channels. Marketing Mix and Multi-touch Attribution While the next model will help in adjustments, there’s no real feedback to the actual ground people in terms of telling them what they have to do. “Multi-touch attribution tells you how to allocate it within that specific channel and cross-c