The Kenshoo 5: Five Reasons Why Marketers Might Push Back on Replacing MTA

With the proliferation of devices and channels, consumer journey tracking has become increasingly difficult over the last ten years. The new limitations on data tracking is going to render it virtually impossible to keep MTA as the primary measurement methodology. What’s replacing MTA? Incrementality. It’s cookieless, can answer questions marketers have never been able to answer, and is going to replace MTA over the next few years in the same way that MTA replaced Last Click a decade ago.

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