There are two primary approaches, both with their issues. Media Mix Modeling is the top down approach, where you input all marketing activities over time with

There are two primary approaches, both with their issues. Media Mix Modeling is the top down approach, where you input all marketing activities over time with corresponding response (sales) data. Direct attribution (multi touch attribution) attempts to identify each touchbase a specific customer had with your brand, and use that to infer causality. https://medium.com/@BenHinson/understanding-the-difference-between-digital-attribution-and-media-mix-modeling-c4f7b7a53bbc https://medium.com/@BenHinson/understanding-the-difference-b...