Category
POV
30 articles in this category.
What Is Vibe-Coded MMM
Read article
Causal MMM Is a Misleading Term
Read article
How last-click attribution hides the value of awareness campaigns
Read article
Branded search is purely incremental, but that doesn’t mean it isn’t critical
Read article
Building a regulation-ready marketing machine: How to future-proof your strategy now
Read article
How to use post-purchase survey data in marketing measurement
Read article
Your MMM is making assumptions you might not like
Read article
Why incrementality testing can’t tell you what to do next
Read article
Using incrementality data with Prescient’s MMM
Read article
Calibration vs. validation: Understanding the difference
Read article
Why your MMM needs to reflect how marketing works in the real world
Read article
MMM saturation curves: Understanding when your marketing hits diminishing returns
Read article
Model calibration 101: Understanding MMM calibration for marketers
Read article
What TikTok Shop halo effects mean for your content strategy
Read article
Respecting user data privacy is just good business
Read article
Why using test data can make your MMM less accurate (and when it might help)
Read article
Law #9: External forces are sabotaging your marketing attribution
Read article
Law #8: Letting go of this decay myth will put you ahead of your competition
Read article
Law #7: The diminishing returns myth that’s killing your growth
Read article
Law #6: Your attribution tool is messing with you
Read article
Law #5: Incrementality will tell you nothing about long-term performance
Read article
Law #4: Yes, lower impression campaigns can be big winners
Read article
Law #3: How your competitors are stealing your awareness wins
Read article
Law #2: “Conversion-only” marketing is a death trap
Read article
Law #1: Your awareness campaigns are working better than you think
Read article
What every CMO wishes their team already knew
Read article
We built something new (and here’s why it matters for your marketing)
Read article
How your bottom of funnel is driven by your top of funnel
Read article
Why open-source models fall short for next-generation MMM
Read article
Navigate Meta’s health & wellness tracking changes with MMM
Read article