Holistic Attribution System

Introduction

Marketing measurement is complex - no single method can provide a complete picture. While some approaches excel at accuracy (incrementality), others at granularity (user-level attribution) or scale (Marketing Mix Modeling). The best solution is to combine multiple approaches, often called "triangulation" in marketing measurement.

The Maxma Advantage

Enabling Ongoing Incrementality-based Decision-making

Most measurement platforms rely on tracking-based attribution, which is increasingly limited by privacy restrictions. Some offer Marketing Mix Modeling (MMM) and Incrementality Testing, but their insights are often too high-level and infrequent to drive real action.

At Maxma, we’ve redefined Marketing Mix Modeling (MMM) with our proprietary Ongoing MMM algorithm. It serves as the backbone of our measurement system, providing continous, incrementality-based measurement across all channels. Our Incrementality Testing is built for scalability and accessibility. With these innovations, marketers can finally optimize based on true incremental value of different marketing levers in their ongoing decision-making and grow faster like the best.

• Measurement Method Coverage based on frequency and granularity of marketing decisions

Integrated Measurement Framework

We integrate multiple measurement methodologies to provide a complete view of marketing performance:

• Incrementality Testing: The gold standard for validation, used when available to calibrate other methods
• Ongoing Marketing Mix Modeling: Provides ongoing incrementality measurement across channels and tactics
• Calibrated Attribution (coming soon): Calibrated by incrementality factors, delivers granular optimization signals for campaign, adset, and ad decisions

The measurement field has high level consensus on the need for a system of measurement that combines multiple approaches such as MMM, Incrementality Testing, and Attribution. The challenge is how to implement this in a way that is scalable and seamless, easy-to-use, and provides actionable insights. That what Maxma is trying to solve with a scalable software and AI-powered platform.

Getting Started

1. Start with one of Ongoing Marketing Mix Model, Incrementality Tests, or Attribution (coming soon)
2. Extend to other measurement approaches as needed when you are ready toward the integrated system