If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel media-mix modeling (MMM). On Tuesday, ...

For marketers, the evolution of CTV represents a shift in mindset as much as a technological change. TV has traditionally been planned as a top-of-funnel awareness channel with large upfront ...

Everyone is talking about incrementality these days, and that’s a good thing. It means more teams are finally asking the right question: Are our efforts actually moving the business, or are we just ...

The potential value of Meta Advantage+ varies between brands and levels of communications and spend. Advantage+ tends to both under- and over-report its contribution to actual business outcomes.

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for ...

Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...