Media Mix or Multi-Channel Attribution Analysis

Media Mix or Multi-Channel Attribution Analysis is a method used in advertising and marketing to understand how different channels—like social media, email, websites, and TV—contribute to customer actions, such as purchases. Instead of assuming one channel deserves all the credit, this analysis helps marketers see the combined effect of multiple touchpoints on a consumer's journey. By evaluating how each channel influences decisions, businesses can allocate their budgets more effectively, optimize campaigns, and ultimately improve their return on investment (ROI) in marketing efforts.