Attribution has become a dirty word in marketing. Once the key to understanding marketing effectiveness, it’s now riddled with complexity, contradictions, and bias. In-channel and incremental testing provide useful insights but are more tactical and fail to capture the full picture of marketing effectiveness.
Digital attribution models are struggling in a post-cookie world. Privacy regulations, data redaction (Apple, Google, Facebook), and tracking limitations across platforms like TikTok and Snap Inc. make piecing together the customer journey harder than ever. Meanwhile, Media Mix Modelling (MMM) trusted by traditional media (Sky, ITV, Global, Channel 4, Bauer Media Group, News Corp, JCDecaux UK) is expensive, slow, and often undervalues digital—leaving most brands stuck between flawed models and conflicting answers.
The Shift to In-Housing & the Need for a Trusted Source With brands increasingly bringing media in-house, the challenge isn’t just measurement—it’s connecting the dots across planning, buying, execution, and learning. The push for transparency, agility, and access to all data under one roof is driving organisations to break down silos and build a holistic view of media. But most still lack the right tools to make this shift truly effective.
Throughout my career, I’ve seen first-hand how transformational the right insights can be in aligning marketing strategy with business objectives. One of the best examples was the operationalisation of Customer Lifetime Value at WilliamHill—a shift that enabled teams to move beyond short-term campaign metrics and focus on long-term growth.
I first came across Buymedia® at an Enterprise Ireland MENA Ireland event and later met CEO Fergal O’Connor . Their approach intrigued me: using AI to remove bias from planning and measurement, making MMM accessible to businesses of all sizes. What makes Buymedia® different is that it closes the loop—helping teams not just measure but plan, buy, and optimise.
Instead of relying on disconnected tools, marketers can: – Build personas & query media – Create & execute media plans – Buy & manage media – Report & iterate—learning over time
This creates a continuous learning loop, reducing inefficiencies and increasing return on investment (ROI). By integrating planning and execution with measurement, Buymedia® empowers brands to take full control of their media strategy—without relying on third-party agendas.
So, Is There Light at the End of the Tunnel? Yes—but challenges remain. Data fragmentation, lack of standardised measurement, and industry bias continue to hold marketers back. AI-driven solutions like Buymedia® are breaking down these barriers, moving beyond pure digital attribution models and making Media Mix Modelling more accessible and effective.
How is your team solving the attribution puzzle? Drop your thoughts below!
Digital attribution models are struggling in a post-cookie world. Privacy regulations, data redaction (Apple, Google, Facebook), and tracking limitations across platforms like TikTok and Snap Inc. make piecing together the customer journey harder than ever. Meanwhile, Media Mix Modelling (MMM) trusted by traditional media (Sky, ITV, Global, Channel 4, Bauer Media Group, News Corp, JCDecaux UK) is expensive, slow, and often undervalues digital—leaving most brands stuck between flawed models and conflicting answers.
The Shift to In-Housing & the Need for a Trusted Source
With brands increasingly bringing media in-house, the challenge isn’t just measurement—it’s connecting the dots across planning, buying, execution, and learning. The push for transparency, agility, and access to all data under one roof is driving organisations to break down silos and build a holistic view of media. But most still lack the right tools to make this shift truly effective.
Throughout my career, I’ve seen first-hand how transformational the right insights can be in aligning marketing strategy with business objectives. One of the best examples was the operationalisation of Customer Lifetime Value at WilliamHill—a shift that enabled teams to move beyond short-term campaign metrics and focus on long-term growth.
I first came across Buymedia® at an Enterprise Ireland MENA Ireland event and later met CEO Fergal O’Connor . Their approach intrigued me: using AI to remove bias from planning and measurement, making MMM accessible to businesses of all sizes. What makes Buymedia® different is that it closes the loop—helping teams not just measure but plan, buy, and optimise.
Instead of relying on disconnected tools, marketers can:
– Build personas & query media
– Create & execute media plans
– Buy & manage media
– Report & iterate—learning over time
This creates a continuous learning loop, reducing inefficiencies and increasing return on investment (ROI). By integrating planning and execution with measurement, Buymedia® empowers brands to take full control of their media strategy—without relying on third-party agendas.
So, Is There Light at the End of the Tunnel?
Yes—but challenges remain. Data fragmentation, lack of standardised measurement, and industry bias continue to hold marketers back. AI-driven solutions like Buymedia® are breaking down these barriers, moving beyond pure digital attribution models and making Media Mix Modelling more accessible and effective.
How is your team solving the attribution puzzle? Drop your thoughts below!
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