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Unified Marketing Measurement – UMM

Marketing Mix Modeling (MMM) and Multi Touch Attribution (MTA) in one Model. Machine Learning powered.


  • Marketing Mix Modeling (MMM) and Multi Touch Attribution (MTA) are increasingly meeting their limits to answer the challenging questions marketing managers face.

  • MMM and MTA cannot fully reflect the current marketing reality, because they do not link the interdependencies between the online and offline worlds.

  • The goal of UMM is not to apply MMM and MTA simultaneously. Rather, the aim is to create a uniform model for evaluating marketing effectiveness.

  • The interaction of both models enables

    advertisers to measure marketing investments differently and more accurately in order to develop coherent and consistent action plans.

Alexander Holm

Adtriba is a SaaS solution for future-proof marketing measurement and optimization.
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