Performance Marketing
Causal Impact Analysis as a Validation Method
What is Causal Impact Analysis and how does it work? Learn the basics, its importance, and applications in our latest article!
Performance Marketing
Predictive Analytics
Strategy
Marketers are told to combine MMM, MTA, and experiments for a complete view of performance. In practice, triangulation often fails: broken attribution, weak experiments, and historic-only MMM lead to conflicting signals and decision paralysis. This post explains 5 reasons why triangulation backfires — and what to do instead.
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