MTA + MMM: Attribution's CEO Shares How to Connect Execution Data to Strategic Growth

You spend $5 on Google and $5 on Meta, but only make $8 in revenue. Sound familiar? If you're a marketer struggling to find a single source of truth in your data, this episode is essential listening.

The reports from your ad platforms rarely add up, leaving you to question every budget decision. In this episode, host Brad Keefer of Keen Decision Systems sits down with guest Ryan Koonce, CEO of Attribution App, to reveal a powerful framework for solving this problem. They detail how to unite two critical methodologies, Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM), to connect your daily execution with strategic growth.

In This Episode, You’ll Learn:

• Why the data from “walled gardens” like Google and Meta is inherently biased and how to account for it.
• The critical red flags to look for when evaluating any attribution tool.
• How to use granular, deterministic MTA data to inform your high-level, probabilistic MMM strategy.
• The practical steps to move your team from backward-looking reporting to accountable, forward-looking forecasting.
• Why clean, foundational data is the most important asset for the future of AI in marketing.

View the full show notes here: https://keends.com/podcast/episodes/ep-203-multi-touch-attribution-marketing-mix-modeling/

Learn more about our guest and host:

Ryan Koonce, CEO, Attribution App: https://www.attributionapp.com

Brad Keefer, CRO, Keen Decision Systems: https://www.keends.com