#measurement
2 posts
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The practitioner's case for running marketing experiments
Marketing should work like a lab, not a production line. A minimum viable test framework, what's cheap to test, what's expensive, and why the organizational prerequisite is harder than the statistics.
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Attribution modeling: the practitioner's guide to picking the model that matches your business
The attribution model you choose decides which channels look like heroes and which look like waste. A framework for picking the right one based on your actual business model, not vendor defaults.