Marketing measurement is changing; privacy policies are forcing companies away from deterministic last-touch measurement and a variety of alternatives - SKAN, Google Privacy Sandbox, Modeled SAN outputs - are emerging. Aside from the complexities introduced by these changes, I've noticed some companies take advantage of this shift by combining traditionally separate measurement methods. The analysis method of media mix modeling (MMM) has been around since the 1960s but has historically remained distinct from more modern digital deterministic measurement methods. However, now that marketing teams are forced to reconcile multiple sources of measurement to determine what to do, there is an opportunity to include MMM with the more granular attribution methods. I recently sat down with Michael Kaminsky, co-CEO and co-founder of Recast, to chat about how companies are combining holistic statistically-driven models like MMM with attribution data.