Significance, power, MDE, sequential testing: the statistics of creative testing as it actually works in paid media, not as it works in a software A/B test.
The named bad practices in paid media (retargeting harvesting, branded-search cannibalization, vanity ROAS, lookalike incest), each with how to detect it and what to do instead.
The vocabulary of measuring whether paid media actually grew the business, defined plainly, with formulas where they apply and the QRY take on each.
Adstock, saturation, priors, decomposition, calibration, response curves, mROI: the MMM vocabulary defined plainly, without the vendor wrappers.
Every paid-media attribution model, from last-click through MMM and designed-in incrementality, with the math, what each overstates, and when it stops being measurement.
Every incrementality formula in one place: iROAS, lift percentage, confidence intervals, MDE, sample size, with worked examples and the math that decides whether a test is real.
Geo-lift testing is the most honest read on whether paid media actually grew the business. What it answers, how a test works, when to use it, and how to design one that holds up.
Most measurement stacks that look broken aren't actually broken. They're working exactly as designed — each tool answering its own question, none of them designed to converge. Here's how to tell when the stack itself has stopped serving the business.
MMM, MTA, and incrementality are not interchangeable. Each answers a different question. Use the tool that matches the decision, not the other way around.
There is a one-page document that, if your CMO and CFO sign it before next quarter starts, eliminates roughly 80% of the measurement arguments your team is having right now. Almost no brand has it.
The attribution tool landscape has changed significantly. Here’s an updated guide to the major platforms — and the framework for choosing the one that actually fits your measurement problem.
ROAS tells you how efficient one channel looks. MER tells you whether your entire media program is actually working. Here’s how to calculate it, what a healthy number looks like, and why it’s the metric that finally makes sense to a CFO.
Our strategists turn the insights you just read into measurable paid media performance.
