Ideas on attribution, incrementality, budget allocation, and why the numbers on your dashboard often disagree with what is actually happening in your business.
Marketing Mix Modeling doesn't have a methodology problem — it has a cadence problem. The industry spent a decade building better models and forgot to ask how often they'd actually be used.
Read postEvery platform reports a different ROAS for the same campaign. Most teams average the numbers and move on. That averaging is where the real damage starts.
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Topics include attribution, incrementality, MMM, budget allocation, and the decision-making gaps that modern measurement leaves behind.
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