Funnel, a marketing intelligence platform which Adidas, Uber, and Sony are among the brands using, has introduced Funnel Digital Measurement, an innovative solution that supports the integration of marketing mix modeling (MMM), multi-touch attribution (MTA), and ad platform signals into a single measurement setup. Based on the company, the new platform is tackling a major issue that has been the Achilles’ heel of marketing analytics: a single measurement technique alone is neither able to fully nor accurately account marketing effectiveness. So, Funnel Digital Measurement seeks to assist marketers in deriving harmonious insights from attribution models, MMM systems, and platform-reported performance metrics that are often at odds for better media spend allocation and campaign optimization.
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“We built Funnel Digital Measurement on a premise the industry has resisted admitting,” said János Moldvay, Chief Data Science Officer at Funnel. “Even as individual measurement methods improve, no single one will ever be sufficient on its own. The future of marketing measurement is not attribution. It is arbitration: combining imperfect methods so the explanation that emerges is more defensible than any one of them could produce alone.” The launch comes as marketers face growing pressure to improve the speed, accuracy, and trustworthiness of measurement systems amid increasingly fragmented digital advertising environments.