The definitive guide to marketing measurement
Attribution, MMM, incrementality and experimentation each answer a different question. This guide shows marketing leaders how to match the method to the question and build measurement finance can defend.
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Only 6% of ad spend is estimated to drive real results,
and 34% of CMOs say they don't trust their data at all.
Most measurement problems start here.
What's inside
- Plain definitions of attribution, incrementality, experimentation, MMM, brand lift and econometrics, no statistics degree required.
- The frameworks Google and BCG use to triangulate multiple methods into one measurement system.
- A real holdout test where vendor attribution claimed 40% contribution and the actual lift was 14%, and what that gap means for budget decisions.
- A step-by-step view of measurement maturity, from ad hoc reporting to a system your finance team will sign off on.
Why this guide
Most measurement dashboards look confident. Growth doesn't always follow. That gap often comes from asking attribution to answer a question it was never built for: not who gets credit, but whether something actually worked.
This guide walks through every major measurement method, what each can prove, where each breaks down and how to combine them into one system finance believes.
Measurement is a discipline, not a dashboard
Build it accordingly. Download the guide to see how the strongest marketing and data teams choose, combine and defend their measurement methods.
Brought to you by Funnel, the marketing data hub for teams that need dependable marketing data everywhere decisions are made.
