Marketing Attribution

Is there a good way to do a test of statistical significance for ROAS?

Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought and some sharp questions from …

Is there a good way to do a test of statistical significance for ROAS? Read More »

The Best Marketing Attribution Software For 8 Measurement Methods (2022)

The global marketing attribution software market is set to grow by 14.4% to USD 3.6 billion by 2023. However the industry is in a state of upheaval, as marketers move to more privacy-friendly solutions in the wake of limits to tracking imposed by Apple, the European Union and others.  Marketing attribution is defined as identification …

The Best Marketing Attribution Software For 8 Measurement Methods (2022) Read More »

Causal Inference: Where does it sit in the hierarchy of evidence?

If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers.  If we’re advertising our ice cream brand in …

Causal Inference: Where does it sit in the hierarchy of evidence? Read More »

The Four Pillars of Media Measurement

In the marketing world, there are four main ways to measure marketing effectiveness. Tracking, which focuses on telemetry, and has the goal of assigning customers, orders, and even order items, to specific channels that get “credit” for the conversion. Experiments, which involves — you guessed it — running an experiment, with control and treatment groups …

The Four Pillars of Media Measurement Read More »

Scroll to Top