Chasing the cookie monster - data-driven budgeting via attribution - e dialog Deep Dive FSF 2023
The third-party cookie crumbles and with it do attribution models. But how can we evaluate performance with incomplete data? Econometric modeling in the form of regression based attribution (RBA) or Marketing-Mix-Modeling (MMM) helps to attribute without cookies across channels and platforms - even for offline channels! Learn how you can make most of your own data and how budgeting of the future is based on data, not on flawed attribution and gut feeling.
Deep Dive im Rahmen des Fifteen Seconds Festival 2023
on stage: Buster Grunau / Senior Programmatic Consultant, Mona Makinian / Senior Data Scientist, Stephanie Mauerer / Director Client Services & Consulting