No single measurement method can provide a complete picture of marketing effectiveness. Multi-touch attribution (MTA) excels at analyzing individual user journeys but falls short in channels with poor or no traceability, like TV, offline media, or consent-limited traffic. Similarly, marketing mix modeling (MMM) provides aggregate insights across channels but cannot explain user-level behavior.
To solve this, Funnel applies a triangulated measurement framework that integrates three complementary approaches:
Multi-touch attribution (MTA)
Marketing mix modeling (MMM)
Incrementality testing
How triangulation works in Funnel
Funnel’s triangulation framework aligns insights across all three measurement methods to build a more reliable and actionable marketing measurement system.
Multi-touch attribution (MTA)
Focuses on user-level interactions
Suitable for digital, click-based journeys
Supports channel, campaign, or creative-level analysis
Marketing mix modeling (MMM)
Works on aggregated data
Ideal for upper funnel, offline, or long-term impact measurement
Captures effects of non-click media like TV or radio
Incrementality testing
Provides causal validation
Uses controlled experiments or natural tests to isolate lift
Helps validate MMM and MTA results
By combining these methods, Funnel helps you:
Adjust for blind spots in each model.
Cross-check assumptions using different techniques.
Make more confident decisions across all channels.
Why triangulation matters
Relying on just one method can lead to misinformed strategies. For example:
MTA might undervalue TV ads that do not generate direct clicks.
MMM might overstate correlations without proving causality.
Incrementality tests may be difficult to scale or run continuously.
Funnel’s triangulated approach allows you to:
Use MTA for real-time tactical adjustments.
Use MMM for strategic planning and budget allocation.
Use testing to validate and fine-tune assumptions.
Together, these form a unified measurement system that improves accuracy and supports better decision-making.