Reference table
What attribution, MMM, incrementality and research can prove
A table of seven questions marketing teams ask, from which creative to pause today to why a campaign worked or what almost stopped a purchase, and whether multi-touch attribution, marketing mix modeling, incrementality testing or customer research can answer each. The measurement methods size effects. Questions about reasons and objections need interviews, which Koji runs as AI-moderated conversations.
Where this appears
What's in this reference table
| Question you're asking | MTA | MMM | Incrementality | Customer research |
|---|---|---|---|---|
| Which creative should I pause today | Usable | No | Too slow | No |
| How should I split next year's budget | No | Yes | Partially | No |
| Did this channel cause sales | No | Weakly | Yes | No |
| Does brand and offline media work | No | Yes | Yes, with geo | No |
| Why did the campaign work or fail | No | No | No | Yes |
| What almost stopped the purchase | No | No | No | Yes |
| What would have persuaded people who didn't convert | No | No | No | Yes |
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<a href="https://www.koji.so/visuals/what-mta-mmm-incrementality-research-can-prove"><img src="https://www.koji.so/visuals/what-mta-mmm-incrementality-research-can-prove/what-mta-mmm-incrementality-research-can-prove.png" alt="Table of seven marketing questions and which of attribution, MMM, incrementality testing and customer research can answer each, from budgets to why." width="1200" height="1076" /></a>
<p>Source: <a href="https://www.koji.so/visuals/what-mta-mmm-incrementality-research-can-prove">What attribution, MMM, incrementality and research can prove</a>, Koji</p>
