Tag: mmm

2 posts

Marketing analytics dashboards and printed performance charts on a desk, illustrating measurement and incrementality analysis

Stop Trusting Platform-Reported Conversions: A Practical Guide to B2B Incrementality Testing

Your ad platforms grade their own homework, and self-reported conversions quietly overstate paid impact. Here's a practical guide to B2B incrementality testing — geo holdouts, ghost-ad control tests, and platform conversion lift studies a lean team can actually run.

A practical attribution model for low-volume B2B funnels

When you have a few dozen qualified opportunities per quarter instead of thousands of conversions per week, last-click reporting becomes less like measurement and more like guesswork. The wrong channel gets credit, the channel that warmed the account gets ignored, and the CFO is