Attribution modeling (MTA) vs media mix modeling (MMM). Whats the difference?

In this video Enes and Matthias will explain two different approaches to marketing measurement and how they differ:
- Attribution modeling
- Media mix modeling
00:22 What is multi-touch attribution (MTA)?
05:36 What is media mix modeling (MMM)?
10:03 Unified marketing measurement (UMM)

[@hameddadgour]

Great summary. Thank you for sharing!

[@K-K9-MN]

This is a nice high-level discussion. Would love to see a deeper dive into the Python code and interpretation of both MMM and Markov MTA.

[@windsorai]

Will definitely keep that in mind and reply once we have it live here on YT.