An online reference book
A field guide for the traps in marketing measurement.
— for the people who have to make budget calls on Monday.
Most arguments about marketing impact turn on definitions that look interchangeable. They aren't.
Start at the beginning →
Still ahead
Coming soon
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Holdout vs BAUWhat "business as usual" actually controls for — and what it doesn't.
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Adstock & carryoverWhen yesterday's exposure still drives today's lift.
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Superiority vs non-inferiorityTwo different questions, two different bars.
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Localized shift vs causal impactGeo holdouts vs the full counterfactual.
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Test-to-now driftWhen the world moves but your point estimate doesn't.