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So, Just How Relevant is Multi-Touch Attribution for Marketers in 2026? (Rittman Analytics)
Independent practitioner analysis by Mark Rittman (Rittman Analytics, an independent BI/analytics consultancy) arguing that multi-touch attribution (MTA) remains relevant in 2026 as one input among several — MTA for tactical optimization, marketing mix modeling (MMM) for strategic allocation, and incrementality testing for causal validation — rather than a single source of truth.
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