Marketing Attribution

How Siloed Measurement Causes Brands to Cut the Channels Actually Driving Demand

We’ve seen teams think their TikTok tests had failed… until the model showed those campaigns were driving lift on Amazon and retail.  Or a team that assumed linear TV was too expensive… until they tracked its downstream impact on branded search.  Why does this happen? How was TikTok doing its

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Branded Search Tests: The Fastest Way to Teach Your Org Incrementality

More marketing teams are now thinking about incrementality than ever before – which we’re obviously very excited about. They’re realizing that they need to move beyond multi-touch attribution and that there are very meaningful questions that platform-reported dashboards and last-click attribution just aren’t built to answer. Again, this is great

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GeoLift Democratized: Why Every Brand Deserves Access to Incrementality Testing

Many brands aren’t ready for MMM yet, and that’s okay. We routinely turn away companies because they’re not spending enough money, not spending across enough channels, or don’t have the analytics resources in-house to interpret and execute upon a complex model. If your mix is limited and annual paid media

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How to Communicate Data So It Drives Better Business Decisions 

“Storytelling with data” sounds great in theory – we all would love to have a single source of truth that always outputs one clear, actionable insight with no uncertainty. But in practice, most real-world data doesn’t work that way.  Especially in media mix modeling and incrementality work, the outputs are

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What to Do When Your Marketing Experiment Isn’t Statistically Significant

If you’re treating p < 0.05 as the litmus test for your marketing experiments, it’s going to be really hard to build a solid measurement program. Many marketers still blindly follow this rule: But a p-value doesn’t tell you whether your campaign worked, how big the effect was, or whether

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Why Marketing Measurement Always Comes with a “Tax” and How to Pay It Smartly

Every marketing measurement strategy comes with a cost.  Whether you’re running incrementality tests, MMMs, or lift studies — there’s always a tradeoff. Andrew Covato calls this the “measurement tax” — a concept he shared in our Recast Marketing Measurement Coffee Break. This tax comes in two forms: explicit and implicit.

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How to Prioritize Experiments When You Can’t Run Them All

Most marketers want to test everything. But you don’t have unlimited budget, time, or team capacity. So you need to be ruthless about prioritizing what actually gets tested. That means knowing where a test will generate the most value — not just statistically, but strategically. Here’s how we help the

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