Expert perspectives on marketing measurement, MMM, attribution, and building in-house capabilities.
The IPA has named Joe Wilkinson, Founder & CEO of Tyedal, as one of this year's technical judges for the Effectiveness Awards.
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Share of visible inventory counts your facings and divides by everyone else's. Why a share cannot be a treatment, how the retailer's own planogram inflates the estimate five-fold, and what to count instead.
Read article →Diminishing returns in media are mostly a counting problem, not a psychological one. A synthetic single-source panel, the coupon collector, unduplicated reach across channels, and how to stop an MMM predicting that you reached 172% of the population.
Read article →San Francisco sells LLM orchestration on the side of a bus. Whether it pays back is one of the hardest questions in media: the data that actually exists, the causal graph underneath it, and the ladder from lab experiment to geo test, synthetic control and MMM.
Read article →A promotion lifts sales 62%. The number is real and on its own it tells you almost nothing. Six places that lift can come from, what each one does to the P&L, and how to stress test a model that cannot tell them apart.
Read article →One pound in a pricing table quietly cost a lender millions in loan applications for eighteen months. A story about round numbers, charm pricing in reverse, and why the most valuable analysis of my career contained no model at all.
Read article →Separating what your sponsorship did from what the tournament did. The estimand trap, where the identifying variation comes from, and an interactive Bayesian PITA tool for sizing FMCG impact with honest uncertainty.
Read article →Why association is not enough for budget decisions. A clear intro to counterfactuals, confounding, and how causal thinking sharpens lift tests, MMM, and everyday measurement debates.
Read article →Lift tests are the gold standard for proving marketing incrementality. Learn how to design geo-based and audience-based experiments, avoid common pitfalls, and analyse results using Bayesian methods.
Read article →Move beyond last-click. Understand how algorithmic MTA maps the full customer journey, from Shapley values to Markov chains, and how to implement it in a privacy-first world.
Read article →A deep dive into Bayesian MMM: the core regression framework, adstock, saturation curves, budget optimisation, and why open-source tools have made in-house MMM accessible to every team.
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