channelmix
Channelmix refers to the process of analyzing and optimizing the performance of different marketing channels to understand how they collectively contribute to business goals, such as customer acquisition or sales. It involves attributing conversions or desired outcomes to the various touchpoints a customer interacts with throughout their journey. This could include channels like paid search, social media, email marketing, direct mail, and organic search.
The core objective of channel mix modeling is to move beyond siloed channel performance measurement. Instead,
Various methodologies are employed in channel mix analysis, ranging from simple last-click attribution to more sophisticated
Ultimately, a well-executed channel mix strategy enables businesses to make data-driven decisions about their marketing spend,