If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel media-mix modeling (MMM). On Tuesday, ...

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for ...

When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L. The post If your measurement strategy ...

The potential value of Meta Advantage+ varies between brands and levels of communications and spend. Advantage+ tends to both under- and over-report its contribution to actual business outcomes.

Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

If you are still treating incrementality testing as an occasional exercise, you are leaving money and growth on the table. I grew up in the era of multitouch attribution (MTA), a once elegant, ...

Our once-stalwart marketing model is breaking. To understand why, look no further than Facebook’s expected $10 billion ad sale revenue hit from Apple’s changes to give users more control of their ...

Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except those who happen to run or work at MTA vendors. Even these vendors have ...

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