Marketers love to fight over which measurement model is king. But picking just one is a guaranteed way to fly blind.

🔥Here is the brutal truth about your measurement stack:

𝟭. 𝗠𝗧𝗔 (𝗠𝘂𝗹𝘁𝗶-𝗧𝗼𝘂𝗰𝗵 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻) 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗠𝗶𝗰𝗿𝗼𝘀𝗰𝗼𝗽𝗲 🔬
𝗧𝗵𝗲 𝗩𝗶𝗲𝘄: Bottom-up. It tracks individual user paths and digital touchpoints.
𝗧𝗵𝗲 𝗨𝘀𝗲: It is your "go-to tool for the day-to-day." Use it to adjust bids, swap creative, and optimize digital channels in real-time.
𝗧𝗵𝗲 𝗧𝗿𝗮𝗽: It misses the offline world, external economic factors, and often fails inside "walled gardens".

𝟮. 𝗠𝗠𝗠 (𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘅 𝗠𝗼𝗱𝗲𝗹𝗶𝗻𝗴) = 𝗬𝗼𝘂𝗿 𝗧𝗲𝗹𝗲𝘀𝗰𝗼𝗽𝗲 🔭
𝗧𝗵𝗲 𝗩𝗶𝗲𝘄: Top-down. It looks at aggregate data, seasonality, and the broader economy.
𝗧𝗵𝗲 𝗨𝘀𝗲: It is your strategic "forecasting tool." Use it to set budgets, understand diminishing returns, and measure offline impact.
𝗧𝗵𝗲 𝗧𝗿𝗮𝗽: It’s usually too slow for daily decision-making. It tells you what happened last quarter, not who clicked today.