Alembic is different from MTA because we are a leading indicator rather than a lagging indicator. Our holistic focus on the continuous flow of data allows for a type of reverse attribution, where we see the surge or spike in the data stream and track the ripples within the data stream back to the sources that created the impact. This allows us to rapidly detect, correlate, and predict what is impacting marketing effectiveness. Rather than relying on a single touchpoint, we provide different views than you would see with just MTA.
How does Alembic differ from Multi-Touch Attribution (MTA) models?
