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Analysts: Require 200 Conversions to Trust Probabilistic Attribution
For analysts: how to validate probabilistic attribution, why Google’s ~200-conversion threshold matters, and how to confirm results with incrementality...
CMOs' Executive Marketing Dashboard Backed by Incrementality and MMM
A CMO's playbook to build a one page, board ready executive dashboard with 6–8 core metrics and validated channel contribution using incrementality and MMM.
CMOs: Measurement First Marketing Budget Optimization for CFO Approval
Measurement first playbook for CMOs. Run a 6 week incrementality pilot, translate ROAS into finance ready ROMI, and use constrained optimizers.
When 10 Channels Break Exact Shapley: Practical Playbook for Analysts
A hands-on playbook for analysts to run Shapley value attribution in production: handle 10+ channel scaling, choose approximations, manage ADH privacy...
Run Bayesian Marketing Mix Models in Minutes for Analysts
Practical platform guidance for marketing analysts to build, validate, and operationalize Bayesian marketing mix models for uncertainty aware budgets.
MER vs ROAS for CMOs: 3 Layer Measurement Stack to Decide Scale
Use MER to set total spend and ROAS to allocate it. Practical rules, acquisition MER and margin calculations, plus a three layer measurement stack with...
For Marketers: Prove Omnichannel Attribution Before Cutting 15–20%
A measurement-first playbook for marketers to validate omnichannel attribution using incrementality tests, MMM, and accurate store visit data before...
Decide MMM vs MTA in 90 Days: Privacy Aware Checks for Marketers
Use privacy aware thresholds and five practical decision gates to choose MMM or MTA. Start a hybrid MTA, MMM and incrementality plan you can run in 90 days.
1 Day vs 30 Day Windows: View Through Attribution for Marketers
For marketers: use view through attribution without over crediting. Test 1, 7, and 30 day windows, validate with incrementality, and treat VTA as a signal.