Writing on measurement and attribution.
Published work from my time as a Measurement Strategist with M-Squared, where I contribute to their attribution education platform.
How a Marketing Accounting Framework Drives Smarter Decision Making
ROAS looks great in-platform, but finance isn't convinced. UTMs say one thing, incrementality testing another. A structured way to reconcile the three layers of attribution, build P&L views of marketing, and translate causal measurement into platform bids.
Read the article → November 27, 2024Marketing Mix Modeling: An Origin Story
MMM has measured marketing impact for roughly 40 years, starting with CPG brands tracking sales across physical retail. A short history of where the method came from, and why it has to keep changing to stay useful.
Read the article →Both articles were originally published in M-Squared's Attribution Today. Each page here links back to the source.
The frameworks in practice
The marketing accounting framework described above is the same structure applied in these engagements.