Topic: causal modeling
-
The Hidden Cost of GTM Overspend
A data analysis reveals that public relations (PR) and earned media consistently deliver a significantly higher return on investment than other marketing functions, exposing a fundamental flaw in typical go-to-market strategies. Earned media and third-party validation have become the primary driv...
Read More » -
Incrementality: The True Measure of Marketing Impact
Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It is typically assessed through methods like randomized holdout testing or geographic comparisons, comparing exposed groups to control g...
Read More »