Cross-Platform Attribution & Marketing Mix Modeling

Advanced marketing mix modeling and attribution to understand true channel contribution

In short: I help larger advertisers understand which channels actually drive growth, how they work together, and how to allocate budget across them using Marketing Mix Modeling, attribution, and incrementality testing.

Is This You?

You’re investing heavily across multiple channels, but attribution and budget decisions feel like guesswork.

Common situations:

  • Last‑click or platform attribution gives conflicting stories
  • Brand/upper‑funnel campaigns are hard to justify
  • Leadership asks “what if we move X% from channel A to B?” and you lack a solid answer
  • Privacy changes and data gaps have eroded confidence in tracking

You’re a good fit for this service if you:

  • Spend $50K+/month across several channels (Google Ads, Meta, TikTok, LinkedIn, offline, etc.)
  • Have at least 1–2 years of historical marketing and outcome data
  • Want to move from “reporting” to “budget planning” with real evidence

What You’ll Get

A unified measurement framework that explains what’s working, how much each channel contributes, and how to invest your next dollar.

Outcomes typically include:

  • Clear view of incremental contribution by channel and major tactics
  • Budget allocation recommendations backed by models and experiments
  • Scenario planning tools to answer “what if we spend more/less here?”
  • A roadmap for ongoing measurement and model refinement

How We’ll Do It

  1. Assessment & Data Audit

Review current measurement, data availability, and key business questions.

  1. Data Integration

Collect and standardize historical spend and outcome data across channels, enriched with external factors (seasonality, promotions, etc.).

  1. Modeling (MMM & Attribution)

Build baseline MMM models and, where appropriate, data‑driven attribution or geo experiments.

  1. Insights & Budget Scenarios

Translate model results into channel contribution insights and budget allocation scenarios.

  1. Ongoing Measurement & Updates

Set up a cadence for model refreshes and ensure insights stay aligned with business reality.

Tooling & Implementation

The framework itself is tool‑agnostic. In practice, I work on top of whatever stack you already have:

  • For e‑commerce brands, that might mean GA4 + ad platforms + an e‑commerce analytics tool (for example, Triple Whale)
  • For B2B or mixed setups, it might mean GA4, ad platforms, CRM/warehouse data, and reporting in tools like Looker Studio
  • In all cases, the goal is to make sure events, naming, and data flows into these tools match a coherent measurement design, so dashboards and reports support the same decisions as the models and experiments

Ways We Can Work Together

1. Measurement & Feasibility Assessment (2–3 weeks)

Best if you’re not sure whether you’re ready for MMM yet.

You get:

  • Review of current tracking and attribution setup
  • Audit of available historical data by channel and outcome
  • List of data gaps and recommendations to get “MMM‑ready”
  • Recommendation on whether MMM/advanced attribution is appropriate now or later

2. MMM & Attribution Build (4–8 weeks)

Best if you’re ready to answer channel contribution and budget allocation questions.

  • Data integration from all major channels
  • Development and validation of MMM / attribution models
  • Channel contribution summary and ROI estimates
  • Budget allocation and scenario recommendations

3. Ongoing Measurement Partnership (Monthly/Quarterly)

  • Regular model updates and recalibration
  • New scenario analyses as budgets or markets change
  • Collaboration with your marketing/finance leadership on planning

How I Work

  • Business‑question first – start from the decisions you need to make, then choose methods
  • Method‑agnostic – use MMM, attribution, and experiments where each makes sense
  • Transparent – explain assumptions, limitations, and uncertainty, not just final numbers

Typical Engagement

  • Weeks 1–2: Assessment & Data Audit – understand goals, evaluate data, design measurement plan
  • Weeks 3–8: Modeling & Insights – build models, validate, and deliver contribution + budget recommendations
  • Ongoing: Updates & Strategy – periodic refreshes and new scenarios as your spend and mix evolve

Pricing

Pricing reflects the complexity and data requirements of this work.

Most MMM/attribution engagements start around $15K for initial model development, with $2–5K/month for ongoing updates and support.

Contact me to explore whether MMM and advanced attribution are a good fit for your organization.

Ready to Get Started?

Let's discuss how this service can help improve your marketing performance.

Schedule a Consultation