“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dor Birnboim, VP of strategic partnerships ...

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel media-mix modeling (MMM). On Tuesday, ...

When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L. The post If your measurement strategy ...

The potential value of Meta Advantage+ varies between brands and levels of communications and spend. Advantage+ tends to both under- and over-report its contribution to actual business outcomes.

Incrementality testing in digital advertising measures the true impact of ad campaigns by comparing the behavior of users exposed to ads versus those who were not. This helps you understand whether ...

If you are still treating incrementality testing as an occasional exercise, you are leaving money and growth on the table. I grew up in the era of multitouch attribution (MTA), a once elegant, ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...