Each methodology answers different questions at different levels of granularity. Together, they form a complete measurement framework that gives you confidence in every marketing decision.
The gold standard of marketing measurement. Lift tests use controlled experiments to establish the true causal impact of your marketing activity, separating signal from noise.
We design and execute rigorous holdout experiments where matched geographic regions or audience segments are randomly assigned to test and control groups. By comparing outcomes between groups, we isolate the true incremental effect of marketing activity.
Statistically significant incremental lift identified with 95% confidence interval
Granular, user-level attribution that goes beyond last-click. Understand how every channel and touchpoint contributes to conversion, across devices and over time.
Using algorithmic attribution models, we analyse individual customer journeys to assign fractional credit to each marketing touchpoint. This reveals which channels assist, which convert, and how the customer journey unfolds across devices and sessions.
Fractional credit assigned across the full customer journey
Bayesian econometric models that quantify the impact of every marketing channel on business outcomes, while accounting for seasonality, competitor activity, and macroeconomic factors.
We build custom Bayesian regression models that decompose your KPIs into the contributions of each marketing channel, along with external factors. The models produce ROI estimates, saturation curves, and adstock effects that power budget optimisation and scenario planning.
Revenue contribution and ROAS by channel from Bayesian MMM
Let's discuss which combination of Lift Tests, MTA, and MMM is right for your organisation.