At our recent Charlie Oscar Presents event, TikTok's Head of Measurement UK, Charlotte Skornik, led the discussion on the “marketing measurement trifecta”: incrementality, attribution, and marketing mix modelling (MMM). She explained how each approach offers unique value, but together, they provide a more holistic view of campaign performance, enabling brands to truly understand the value of their entire marketing mix.
Charlotte highlighted the challenges brands face and uncovered why combining these approaches is essential for modern marketing effectiveness.
Incrementality is widely regarded as the purest form of measurement, and here’s why:
However, as effective as incrementality is, it’s often limited to short-term assessments. This is where attribution and MMM come into play.
Attribution, especially multi-touch attribution (MTA), examines every touchpoint in a customer’s journey and assigns credit proportionally:
While attribution provides useful insights, it doesn’t capture the long-term effects of brand-building activities where tracking less consistent or simply not possible (e.g. PR, Linear TV, Influencer, Audio).
MMM stands apart by focusing on long-term trends and overall brand demand:
Dan Wilson, Chief Data Officer at Charlie Oscar, explains that MMM helps brands measure brand demand—how many people want to buy your products, versus brand sales, which are influenced by short-term triggers.
Recent analysis from our proprietary MMM tool, COmpass, revealed a critical insight: 45% of marketing impact isn’t captured in standard campaign reports.
Why does this matter?
To thrive in today’s marketing landscape, brands must embrace a comprehensive approach to measurement:
By combining these methods, brands can unlock hidden ROI, align incentives across teams, and build a sustainable path to growth.
Drop us a line to learn more about COmpass and how it’s helping brands like yours navigate the complexities of modern marketing measurement.