May 25, 2023 BrandGen Team

A Deep Dive into Media Mix Models and Account-Based Marketing

A marketing professional studies marketing attribution models on her computer screen

There has been a recent rise of interest in two pivotal marketing methodologies: Media Mix Models and Account-Based Marketing (ABM). As the marketing landscape becomes increasingly complex, it is essential to understand these advanced techniques to optimize your marketing strategies effectively.

The Shift in Marketing Attribution

Historically, marketing attribution was reliant on predetermined models, such as "last-click" or "first-touch" attribution. These models, while convenient, tend to oversimplify the intricate customer journey through various marketing channels to understand how to effectively contribute sales based on marketing activities.

With the advent of data analytics and machine learning, algorithmic marketing attribution has emerged as a more sophisticated approach. This method provides a comprehensive understanding of each marketing channel's contribution to conversions and customer engagement.

An Overview of Media Mix Models

Media Mix Models are a macro-level analysis of marketing effectiveness across various channels. By examining the correlation between marketing channels and sales, these models can help identify the channels that provide the most value.

Utilizing historical data, Media Mix Models enable informed decision-making on marketing budget allocation. The primary objective is to maximize return on investment (ROI) and optimize resource utilization.

A Closer Look at Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is a strategic marketing approach that focuses on individual accounts or companies with the highest potential for sales conversion. Instead of targeting a broad audience, ABM enables marketers to tailor their marketing efforts to a select group of high-value targets.


While not a new concept, ABM has gained prominence due to its capacity to align marketing and sales initiatives closely. This alignment results in more efficient resource allocation and an increased likelihood of successful deal closures.

Combining Media Mix Models and ABM

By comprehending the intricacies of Media Mix Models and Account-Based Marketing, marketers can optimize their strategies and gain valuable insights into the contributions of various channels.


Interested in learning more about Media Mix Models and Account-Based Marketing? Watch our webinar on demand: Where Should You Invest Your Next Advertising Dollar?

Published by BrandGen Team May 25, 2023