Marketing exists to generate revenue. Period. Anything else is noise or a sales pitch.
Much marketing today fails to drive actual growth. It consumes budget without producing incremental profit and sometimes even harms ROI. That’s why robust marketing measurement and understanding incrementality is critical.
Privacy changes (GDPR, iOS 14.5) reduce visibilityinto individual user behavior.
A fragmented media ecosystem prevents a unified performance view.
Platforms often inflate results to showcase success.
When attribution can’t confirm if a tactic drives incremental growth,
what’s the solution?
Not all frameworks are equal—selecting the right data for each decision is key. Methods can conflict, so knowing when and how to apply each approach is essential.
Savvy measurement saves brands hundreds of millions in wasted ad spend while boosting revenue, profitability, and ROI.
Every measurement method has strengths and weaknesses. Using them together improves overall precision and decision-making.
Marketing should be treated like other sciences—test vs. control—to determine what drives real impact.
We deploy tens of thousands of agile, ML-driven models. Each is tailored to the client’s data, guided by industry experience, incrementality tests, and purchase behavior.
We don’t rely on attribution software alone. When used correctly, it helps optimize quickly and tactically. We apply modifiers and weights to avoid misallocating budget.
Our measurement team advises on framework design and provides ongoing strategy, insights, and optimization recommendations.
Proven results: hundreds of millions saved in wasted ad spend, and hundreds of millions in incremental revenue generated for our clients.