Unlocking marketing attribution — Joe Yakuel // WITHIN

Quotes

• "Attribution in and of itself is not something that's new to marketing. It's something that everyone has always tried to figure out." -Joe Yakuel, WITHIN, Founder & CEO

• "The incremental impact to the business of every marketing touchpoint is what we're trying to go after these days." -Joe Yakuel, WITHIN, Founder & CEO

• "The changes that have come through iOS14 are certainly a big part of where attribution is now going and how it's heading in a different direction." -Joe Yakuel, WITHIN, Founder & CEO

• "With iOS 14 coming in, platforms like Google have much less visibility into how they can stitch individual ad touch points back to consumer behavior and transactions." -Joe Yakuel, WITHIN, Founder & CEO

• "In today's world, it's a mix of MMM, MTA, and then incrementality testing. So it's a mix of art and science. If you have those three things together, you're able to really understand what's happening." -Joe Yakuel, WITHIN, Founder & CEO

• "Individual tools have bias. Google analytics is a last-click tool, for the most part. While you can use different attribution models within it, it doesnt see how things are happening across devices." -Joe Yakuel, WITHIN, Founder & CEO

• "Real-time changes are really hard for the MMM to understand and account for." -Joe Yakuel, WITHIN, Founder & CEO

• "MTA has to understand the individual touch points better than MMM does. Things that don't end up tying out in MTA will not tie back to a channel. MMM will because it is based on correlation." -Joe Yakuel, WITHIN, Founder & CEO

• "MTA is bottom-up and stitches things together from the touch-point of the ad unit to the conversion event. MMM is a top-down view that ties correlation of media investment to business outcome." -Joe Yakuel, WITHIN, Founder & CEO

• "Many brands don't understand how to use all three approaches together because it's not a matter of picking one. You really want to use all three." -Joe Yakuel, WITHIN, Founder & CEO

• "The cheapest thing to do is run incrementality tests. You don't need a tool, all you need to do is run geo hold out experiments." -Joe Yakuel, WITHIN, Founder & CEO

• "When choosing an MTA or MMM, it is about how you look at your sales and media offline and online. If sales and media are mostly both, MTA is a really good tool for you." -Joe Yakuel, WITHIN, Founder & CEO

• "If you find that most of your media is offline and most of your sales are offline, then you might find a better benefit out of MMM." -Joe Yakuel, WITHIN, Founder & CEO