Video library
Watch practical videos on attribution, data foundations, incrementality testing, and marketing mix modeling. Each video links to a fuller written guide.
Video · Marketing measurement
A practical decision tree for deciding whether an MMM, a lift test, or stronger data foundations are the useful next move.
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Video · Marketing measurement
Why MTA and MMM can disagree without either being broken, and how to turn the gap into a better next measurement decision.
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Video · Marketing measurement
The records, campaign context, and review boundary an AI workflow needs before it investigates a change in sales, CAC, or ROAS.
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Video · Marketing measurement
A 5-minute video on how matched markets and synthetic controls build a geo test's comparison, and how MAPE and correlation pick between them.
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Video · Marketing measurement
A practical explanation of what multi-touch attribution can show about observed customer journeys, and the data limits it cannot solve.
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Video · Marketing measurement
How DTC teams can build a client-owned marketing data foundation from advertising, web, ecommerce, and search data.
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Video · Marketing measurement
How to pull your ad-platform data into an environment you own, then use AI to ask it questions, automate reports, and set alerts.
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Video · Marketing measurement
Why the campaign closest to the sale may receive the most click credit even when another campaign created more new demand.
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Video · Marketing measurement
A practical framework for measuring whether YouTube advertising created incremental sales beyond the conversions a platform can connect to an ad.
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Video · Marketing measurement
An introduction to geo incrementality testing, treatment and holdout design, and the decision rules that make a test useful.
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Video · Marketing measurement
How marketing mix modeling can support portfolio allocation decisions while keeping model uncertainty and the need for calibration tests visible.
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Video · Marketing measurement
When platforms claim more sales than the business recorded, the next question is what each method can actually tell you.
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Video · Marketing measurement
A short practical explanation of portfolio measurement, overlapping platform claims, model uncertainty, and the role of testing.
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