Why Triangulation Is the Future of Marketing Measurement

Let’s face it—last-click and even advanced attribution models are no longer enough. As marketing channels fragment and privacy regulations evolve, it's time to move beyond isolated models and embrace triangulation: the integrated approach that combines Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and incrementality testing.

Here’s what you need to know:

• MMM delivers the big-picture view, integrating both online and offline spend.

• MTA drills down to user-level, campaign-specific insights.

• Incrementality testing adds scientific rigor by validating what truly drives impact.

Together, they form a resilient measurement system that’s holistic, adaptive, and trustworthy.

But triangulation isn’t just a tech stack. It requires tight data integration, automation, and most importantly—human judgment. The key to success? A strategic operator who understands when to question the models and when to trust the math.

If you’re still stuck in last-click land or relying on siloed dashboards, it’s time to evolve. A triangulated framework doesn’t just help you prove marketing’s value, it helps you allocate spend smarter, activate data across platforms, and sleep better knowing your decisions are backed by more than guesswork.

Let’s build measurement systems that marketers and CFOs can finally agree on.