MMM & Attribution Council

I-COM MMM & Attribution Council members are lead experts in the fields of Econometrics, MMM and Attribution, and discuss best practices as well as the latest innovations.

The goals of the Council include:

• Discussions on use cases regarding different measurement approaches including MMM and various Attribution solutions, as well as their inherent challenges;

• Discussions on the crucial elements of MMM & Attribution, e.g., privacy, data ownership, data coverage and match rates, identity and loss of identifiers, use of cleanrooms;

• Discussions of various methodologies and technologies employed around MMM & Attribution;

• Definition of the Role of MMM & Attribution in the world of the data-driven CMO.