Multi-touch attribution (MTA) focuses on assigning credit to specific touchpoints in the customer journey, while marketing mix modeling (MMM) takes a broader approach by analyzing the overall impact of various marketing activities on sales or other key performance indicators. 

MTA tracks individual customer interactions across multiple channels, providing granular insights into customer behavior, while MMM offers a holistic view of marketing effectiveness across various channels and touchpoints, including both online and offline activities. Both approaches have their strengths and limitations, and many organizations use a combination of MTA and MMM to gain a comprehensive understanding of their marketing performance and inform strategic decision-making