Expert perspectives on marketing measurement, MMM, attribution, and building in-house capabilities.
Lift tests are the gold standard for proving marketing incrementality. Learn how to design geo-based and audience-based experiments, avoid common pitfalls, and analyse results using Bayesian methods.
Read article →Move beyond last-click. Understand how algorithmic MTA maps the full customer journey, from Shapley values to Markov chains, and how to implement it in a privacy-first world.
Read article →A deep dive into Bayesian MMM: the core regression framework, adstock, saturation curves, budget optimisation, and why open-source tools have made in-house MMM accessible to every team.
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