Become the marketer who actually understands the numbers

Practical guides on marketing mix modelling, attribution, and experimentation. Written by a practitioner, not a textbook.

Your branded search is probably stealing credit. Here’s how to find out

Your attribution report probably overvalues the impact of branded SEA. Learn how to use DiD to measure its true incremental impact.

Your data team keeps rejecting your tests. Here is what they are actually looking at.

Why statistical significance is important for marketing experiments - and how you can use it to improve your marketing ROI.

MTA vs MMM: what methodology to use and when

Multi-touch attribution or marketing mix modelling - which should you use? Read about which method to choose, and in what business situation.

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