All tags
Tag · 2 articles

#MMM

All blog materials tagged with "MMM" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.

Marketing Channel Attribution 2026: From Last Click to MMM
PerformanceJanuary 9, 202611 min

Marketing Channel Attribution 2026: From Last Click to MMM

How to correctly calculate the contribution of channels to sales: attribution models, MTA, MMM. Why Last Click lies and how to move on to an honest assessment of the ROI of channels.

Attribution after the death of cookies: 3 working models in Russia 2026
PerformanceMay 9, 202614 min

Attribution after the death of cookies: 3 working models in Russia 2026

In 2025, the “refusal of 3rd-party cookies” reached the Russian Federation. What's broken, what's not broken in Yandex.Metrica, and three attribution models that actually work: last-click+post-view, MMM-light, incrementality. With metrics from my projects.