Insights
Marketing measurement,
explained plainly
Guides to MMM, incrementality and attribution for marketers who want to stop guessing and start measuring what actually works.
What is Marketing Mix Modelling? A Plain-English Guide
Marketing Mix Modelling (MMM) tells you what your marketing actually contributed to sales. This guide explains how it works, what it measures, and why it matters for budget decisions.
Why Your Platform ROAS is Probably Overstated
Platform-reported ROAS almost always overstates the true return on your media spend. Here is why it happens, what it means for your budget, and how to find the real number.
What is Incrementality Testing? A Beginner's Guide
Incrementality testing uses controlled experiments to find out how much of your sales your marketing actually caused. This guide explains what it is, how it works, and when to run one.
Multi-Touch Attribution vs MMM: What's the Difference?
Multi-touch attribution and Marketing Mix Modelling both aim to explain where your sales came from, but they measure very different things. Here is what each one does well and where each one falls short.
Five Questions Your Marketing Measurement Should Answer (But Probably Does Not)
Most marketing measurement answers the easy questions. Here are the five harder questions that actually determine whether your budget is working, and how to start getting answers to each one.
How Does Marketing Mix Modelling Actually Work?
A plain-English guide to how marketing mix modelling uses statistics to show which channels drive your sales.
What Data Do You Need for Marketing Mix Modelling?
Find out exactly which data inputs a marketing mix model requires and how to prepare them before a project starts.
How Long Does a Marketing Mix Modelling Project Take?
Understand the typical timeline for an MMM project, from data collection to final results, so you can plan your calendar.
How Accurate is Marketing Mix Modelling?
Learn what drives MMM accuracy, what the realistic margins of error look like, and how to validate your model results.
What is Bayesian Marketing Mix Modelling?
Bayesian MMM is a modern approach that combines historical data with expert knowledge to produce more reliable channel ROI estimates.
What is a Baseline in Marketing Mix Modelling?
The baseline in MMM is the sales you would make without any advertising. Understanding it helps you measure true media contribution.
What is Adstock in Marketing Mix Modelling?
Adstock captures the carry-over effect of advertising. Learn how it works in MMM and why setting it correctly changes your ROI numbers.
What is Saturation in Marketing Mix Modelling?
Saturation describes the point where additional ad spend stops delivering proportional sales uplift. MMM models this curve to find your optimal budget.
What is Google Meridian and Should You Use It?
Google Meridian is an open-source Bayesian MMM tool. This guide explains what it does, how it differs from alternatives, and who it is suited for.
What is Meta Robyn? A Guide for Marketers
Meta Robyn is a free open-source MMM tool built by Meta. This guide explains how it works and what marketers need to know before using it.
How to Validate a Marketing Mix Model
Model validation confirms your MMM results are reliable before you act on them. These are the tests to run and the questions to ask.
How to Present MMM Results to Senior Stakeholders
A practical guide to turning MMM outputs into a clear, credible presentation that CFOs and CEOs can act on.
How Much Does Marketing Mix Modelling Cost?
MMM project costs range from tens of thousands to hundreds of thousands of pounds. This guide explains what drives the price and how to evaluate value.
Can Small Brands Afford Marketing Mix Modelling?
MMM is no longer reserved for big-budget advertisers. Find out what smaller brands need and where lighter-touch approaches can still add value.
How to Run a Geo Experiment for Marketing
A step-by-step guide to running a geo experiment that reveals the true incremental impact of your marketing spend.
What is a Holdout Test in Marketing?
A holdout test withholds advertising from a control group to measure the true incremental impact of your campaigns. Here is how it works.
What is Incremental ROAS and How Do You Calculate It?
Incremental ROAS strips out sales that would have happened anyway and shows the revenue your ads genuinely caused. Learn how to calculate it.
What Sample Size Do You Need for an Incrementality Test?
Sample size determines whether your incrementality test can detect a real effect. Here is how to calculate what you need before you start.
How Long Should an Incrementality Test Run?
Test duration affects whether your incrementality results are reliable. Too short and the data is noisy. Too long and the market changes around you.
Geo Holdout vs Audience Holdout: Which Should You Choose?
Geo holdouts and audience holdouts both measure incrementality but work differently. Here is how to choose the right approach for your situation.
How to Read the Results of an Incrementality Test
Incrementality results can be misread in several ways. This guide explains what the numbers mean and how to act on them confidently.
What is a Ghost Ad Test?
Ghost ad tests use placeholder ads as a control to measure true incremental lift. Learn how they work and when to use them.
How to Measure TV Advertising Incrementally
TV is hard to measure incrementally, but not impossible. Geo holdouts and matched market tests give you a reliable view of what TV actually drives.
How to Calibrate MMM with Incrementality Test Results
Incrementality tests can validate and improve your marketing mix model. Here is how to use experimental results to calibrate your MMM.
When Incrementality Testing Goes Wrong: Common Mistakes
Poorly designed incrementality tests produce misleading results that damage budget decisions. These are the mistakes to avoid.
How to Build an Incrementality Testing Roadmap
A structured testing roadmap ensures you learn about your most important channels first and build measurement confidence systematically.
What is Incremental Lift and Why Does It Matter?
Incremental lift tells you how much your marketing genuinely moved the needle. Understanding it is the foundation of effective budget decisions.
Facebook Conversion Lift vs True Incrementality: What is the Difference?
Meta's Conversion Lift tool measures incrementality within its own platform. Here is how it differs from a true incrementality test and when that matters.
What is Last-Click Attribution and Why Is It Flawed?
Last-click attribution gives all the credit to the final touchpoint before a sale. It is widely used but systematically misleads budget decisions.
What is Data-Driven Attribution in Google Ads?
Google's data-driven attribution model uses machine learning to distribute credit across touchpoints. Here is how it works and what its limits are.
Why Multi-Touch Attribution Overclaims Revenue
Multi-touch attribution models can double-count revenue and inflate channel performance. Here is why that happens and what you can do about it.
What is View-Through Attribution and Is It Reliable?
View-through attribution (VTA) credits an ad that was seen but not clicked. It is controversial and often misleads measurement.
The Problem with Meta Attribution Windows
Meta's default attribution window credits conversions that happen days after an ad interaction. This systematically inflates reported performance.
What Happens to Attribution After Third-Party Cookies?
Third-party cookie deprecation is changing how digital attribution works. Here is what it means for your measurement and what to do about it.
How to Reconcile Platform Data with MMM Results
MMM results and platform attribution data often disagree. Here is how to interpret the gap and decide which numbers to act on.
Is Multi-Touch Attribution Still Worth Using?
With privacy changes reducing tracking data and incrementality testing offering clearer answers, is multi-touch attribution still a useful tool?
How to Measure TV Advertising ROI Properly
TV attribution is broken by design. Learn the methods that actually reveal what your TV spend contributes to sales.
How to Measure Radio Advertising Effectiveness
Radio generates no clicks and leaves no digital footprint. These are the methods that reveal what radio campaigns actually contribute to your business.
How to Measure Out-of-Home Advertising
Billboards and posters generate no clicks. Learn the practical methods for measuring OOH advertising ROI including geo testing, footfall uplift, and MMM.
How to Measure Facebook and Instagram ROAS Accurately
Meta's platform reporting overstates ROAS. Learn how to find the true return from Facebook and Instagram using holdout tests, MMM, and the Conversion API.
How to Measure Google Search Advertising Incrementally
Google Search reporting credits clicks that would have come organically anyway. Learn how to find the true incremental value of your paid search investment.
How to Measure YouTube Brand Advertising Effectiveness
YouTube brand campaigns drive awareness and consideration, not immediate clicks. Learn how to measure their true impact using brand lift studies, search uplift, and MMM.
How to Measure Influencer Marketing ROI
Likes and reach do not equal ROI. Learn the practical methods for measuring the true business impact of influencer marketing campaigns.
How to Measure Email Marketing Contribution to Revenue
Last-click attribution over-credits email by counting sales from customers who would have bought anyway. Learn how to measure email's true incremental contribution.
How to Measure the Impact of PR and Earned Media
AVE (advertising value equivalent) is not a measure of PR impact. Learn the methods that actually show what PR contributes to brand growth and commercial outcomes.
Branded vs Non-Branded Search: How to Measure the Difference
Treating branded and non-branded search as one channel leads to bad budget decisions. Learn how to measure each type accurately and allocate spend correctly.
How to Measure Podcast Advertising Attribution
Podcast ads are heard, not clicked. Learn the practical methods for measuring podcast advertising ROI including promo codes, pixel hosting, and marketing mix modelling.
How to Measure Programmatic Display Advertising
Display advertising is plagued by view-through inflation and fraud. Learn how to measure programmatic display ROI accurately using viewability standards, geo holdouts, and MMM.
Marketing Mix Modelling for Ecommerce Brands
How MMM helps ecommerce brands move beyond last-click attribution and understand which channels truly drive revenue.
Marketing Mix Modelling for Retail
Retail brands face complex offline and online interactions. MMM brings together all channels to show which media actually drives footfall and sales.
Marketing Mix Modelling for Financial Services
Financial services brands face long sales cycles and heavy regulation. MMM gives insurers, banks and lenders a way to measure media impact that compliance teams can trust.
Marketing Mix Modelling for Travel and Hospitality
Travel and hospitality brands deal with extreme seasonality, long booking windows, and complex pricing. MMM shows which media drives bookings and at what cost.
Marketing Mix Modelling for FMCG Brands
FMCG brands sell through retailers with limited direct data. MMM uses retailer sales data, price, and promotions to show what is really driving category growth.
Marketing Mix Modelling for Subscription Businesses
Subscription brands need to measure acquisition, retention, and LTV together. MMM connects media spend to long-term subscriber value, not just sign-up volume.
Marketing Mix Modelling for Direct-to-Consumer Brands
DTC brands own their customer data but often over-rely on digital attribution. MMM connects media to long-term customer value across all channels.
Marketing Measurement for B2B Companies
B2B sales cycles last months and involve multiple stakeholders. Here is how marketing measurement including MMM applies to B2B and what to measure instead of clicks.
How to Measure Marketing for Seasonal Businesses
Seasonal businesses compress most of their revenue into a few months. Standard measurement approaches fail them. Here is how to do it properly.
Marketing Mix Modelling for Fashion and Apparel Brands
Fashion brands run multiple seasonal campaigns with high promotional intensity. MMM separates media effects from markdown cycles and trend-driven demand.
How to Allocate Marketing Budget Across Channels
A practical guide to marketing budget allocation. Learn how to split spend across channels using data, not gut feel, to get more from every pound.
What is Marginal ROAS and Why Does It Matter More Than Average ROAS?
Marginal ROAS tells you what the next pound of ad spend earns, not what past spend averaged. Learn why it is the better metric for budget decisions.
How to Build a Marketing Budget Scenario Plan
Learn how to build marketing budget scenarios that show your board what happens to revenue if budgets go up, down, or sideways. Practical template included.
When Should You Increase Your Marketing Budget?
Not every growth moment is the right time to scale marketing spend. Here are the signals that tell you when increasing budget will actually generate returns.
How to Justify Your Marketing Budget to the CFO
CFOs want revenue forecasts, not media metrics. Learn how to present your marketing budget as a business investment with a clear return and defendable assumptions.
What is a Good Marketing ROI? Benchmarks by Channel
Marketing ROI benchmarks by channel for 2026. Understand what counts as a good ROAS for paid search, paid social, TV, email, and more, and how to use benchmarks wisely.
How to Measure the Long-Term Value of Brand Marketing
Brand marketing ROI is real but hard to see in 30-day windows. Learn how to measure the long-term value of brand investment and make the case for sustained brand spend.
The True Cost of Cutting Your Marketing Budget
Cutting marketing budget saves money in the short term but destroys revenue in the medium term. Here is how to calculate the real cost and make the case against cuts.
How to Audit Your Marketing Data Before Running MMM
Running an MMM on bad data gives you bad answers. Here is how to audit your marketing data quality before starting a Marketing Mix Modelling project.
How to Choose a Marketing Measurement Partner
Choosing an MMM agency or marketing measurement consultant is a significant decision. Here is what to look for, what to ask, and what red flags to watch for.
Questions to Ask Before Buying an MMM Tool or Platform
Before buying an MMM software platform, ask these questions. They separate tools that will help you from ones that will waste your budget and your time.
DIY MMM vs Hiring a Specialist: Which is Right for You?
Building MMM in-house saves money but requires skills most marketing teams do not have. This guide helps you decide whether to DIY or hire a specialist.
How to Build a Marketing Measurement Roadmap
A marketing measurement roadmap gives you a clear path from basic reporting to predictive analytics. Here is how to build one that your whole organisation can act on.
How to Brief a Marketing Measurement Project
A clear brief gets your MMM project off to the right start. Here is what to include, what to avoid, and how to set up your measurement partner for success.
How to Make Your Marketing Data Ready for Measurement
Clean, consistent marketing data is the foundation of reliable measurement. Here is how to get your data into shape for attribution modelling, MMM, or any analytics project.
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