Measuring brand awareness: unaided and aided recall, search signals, share of voice, brand lift, mental availability and connecting it to revenue through MMM.
Incrementality estimates what your marketing actually caused, not just which touchpoints it touched. How to measure it with experiments and combine it with MMM.
A practical guide to building a marketing framework that holds up: the three layers of strategy, execution and measurement, plus why measurement decides the rest.
A practical guide to data science for marketing: the statistical methods and models behind measurement, from marketing mix modelling to causal inference and incrementality.
A practical guide to marketing analytics that goes beyond dashboards: descriptive, predictive and prescriptive analysis, plus how to measure what actually drives revenue.
The complete guide to marketing measurement: what it is, the three main methods (attribution, marketing mix modelling and incrementality testing) and how to build an approach that proves value.
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