Is your marketing budget built on a lie? If you're still relying on last-click attribution, you're flying blind—systematically undervaluing top-funnel channels like TikTok and overvaluing final touchpoints like retargeting.

In this episode of the Marketing Case Bootcamp podcast, we dive deep into the two modern solutions every marketer must understand: Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA).

You'll learn:

• What MTA is: How it attempts to map the full user journey and the differences between linear, U-shaped, and data-driven models.
• Why MTA is "crumbling": Why user-level tracking is failing in a world of privacy updates and cookie deprecation.
• What MMM is: The strategic, privacy-safe alternative that uses aggregate statistical data—and why it's the only way to measure your offline channels (like TV, podcasts, and billboards).
• How to Use Them Together: The real magic isn't MMM versus MTA; it's using them as a team. We explain the framework for using MMM to set your strategic (annual/quarterly) budget and MTA for your tactical (weekly/daily) in-channel optimizations.
• How to Prove It: Finally, we cover the crucial role of incrementality (lift) testing to verify that your models are truly measuring cause-and-effect.