Advanced Measurement
Incrementality, marketing-mix basics, brand-lift studies and board-level reporting.
6 lessons · about 0.9 hours
Read it instead
Attribution says which channel got the click. Module 26 asks what would have happened anyway.
Incrementality, marketing-mix modelling, brand lift. The questions a board should be asking, and the methods that answer them honestly. This module makes you an intelligent consumer of all three, not a hostage to any of them.
Lesson 1 is why attribution isn't enough. Lesson 2 is incrementality testing: geo splits and holdouts. Lesson 3 is marketing-mix modelling basics. Lesson 4 is brand-lift studies. Lesson 5 is board-level reporting, the one-page narrative. And lesson 6 is building a measurement culture.
By the end, you can design a holdout test, read a mix model without being led by it, and write the one-page report that earns budget instead of questions.
6 lessons. About 55 minutes. Level 4, module 26. Start with Why Attribution Is Not Enough.
What’s inside
- 01Why Attribution Is Not Enough
Click-based attribution flatters some channels and buries others — incrementality is the question that actually matters. · 9 min
- 02Incrementality Testing: Geo Splits and Holdouts
How to run conversion-lift, holdout and geo experiments that prove what your spend actually causes. · 11 min
- 03Marketing-Mix Modelling Basics
What MMM is, when it earns its cost, and how to be an intelligent consumer of the model rather than a hostage to it. · 10 min
- 04Brand-Lift Studies
Measuring what advertising does to minds — awareness, recall and consideration — and using the results without fooling yourself. · 9 min
- 05Board-Level Reporting
What executives actually want from a social report — and how to build the one-page narrative that earns budget instead of questions. · 9 min
- 06Building a Measurement Culture
Turning measurement from an annual report into a habit — test registers, learning agendas, and incentives that reward honest numbers. · 8 min
