Plain-English guides on Media Mix Modeling, marketing attribution, budget allocation, and measurement strategy for growth-stage brands and agencies.
You're spending across TV, paid search, social, email, and OOH — but don't know which channel is actually moving the needle. That's exactly the problem MMM solves.
Read articleAttribution tools and Media Mix Modeling answer fundamentally different questions. Understanding the difference could save you from making the wrong budget calls.
Read articleMost budget decisions are made by adjusting last year's allocation and hoping for the best. Here's a data-driven framework for doing it properly.
Read articleMost brands that outsource their MMM don't regret the model. They regret the dependency. Here's what nobody tells you before you sign the contract.
Read articleLast-click attribution is one of the most widely used measurement approaches in marketing. It's also one of the most misleading. And yet, most brands still rely on it.
Read articleA growth-stage brand was about to pull $800K out of TV. Their attribution data said it wasn't working. Their Bayesian MMM said the opposite. Here's what happened.
Read articleBook a free 45-minute MMM Strategy Session. We'll walk through your current measurement setup and show you exactly where the gaps are.
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