By now, most of us have accepted this reality: measurement in a post-ATT world will be different. Last-touch attribution isn't going away, but new tools are coming to fill in the gaps.
But it's still too soon to be sure what some of these next-generation tools will be. And to make matters even more confusing, two of the leading contenders — incrementality measurement and media mix modeling — often end up getting described in very similar language.
That confusion is unfortunate, because these are two different tools for two different purposes. But both require a paradigm shift in thinking for anyone who comes from the world of last-touch attribution.
If you're still getting your head around what incrementality testing IS, or even just want a peek at what the dashboard reports look like, here's a piece for you.