Aký ďalší spôsob okrem atribúcie možno použiť na analýzu návratnosti investícií pri médiách?

A marketing mix model (MMM) is a statistical analysis that uses historical data to quantify the impact of various marketing and non-marketing factors on sales or other key performance indicators. It helps businesses understand the ROI of different media channels by isolating their individual contributions, even when multiple channels are active simultaneously. This provides a holistic view beyond individual user journeys, which attribution models focus on. Conversion lift studies measure the incremental impact of an ad campaign on conversions, but they are typically focused on a specific campaign or channel, not a comprehensive ROI analysis across all media. Viewable CPM (vCPM) is a bidding strategy and metric for display advertising, not a method for analyzing ROI across various media. Smart Bidding is an automated bidding strategy within Google Ads, not a separate analytical framework for media ROI.