Northbeam Adds The Third Leg Of The Attribution Stool With Incrementality Testing

No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution startups and consultants use phrases like “triangulation” to refer to a patchwork approach between multitouch attribution (MTA), marketing mix modeling (MMM) and incrementality testing. For the attribution and analytics company Northbeam, which released a new incrementality […] The post Northbeam Adds The Third Leg Of The Attribution Stool With Incrementality Testing appeared first on AdExchanger.