Original thinking from M-Squared experts and members of the Collective on attribution, measurement, and decision-making in complex marketing environments.
Contributing experts
Madan Bharadwaj
Advanced Attribution Expert
Katie Reed
Fractional CMO, Consultant
Sable M.
Executive Leader in Marketing Analytics
Shivank Pant
Product Manager
Bharathi Kannamma
Data Science- COE Lead
Abdul Rahman
Product & Engineering Lead
Ken Sheehan
Geographic Information Systems Expert
Shriram Pradeep
Data Science- COE Lead
Perspectives
The CFO Doesn’t Trust Your Marketing Numbers. Here’s Why That’s Your Problem to Solve.
Madan Bharadwaj
Not Every Conversion Is Impact. Multipliers Show You What Is.
Shivank Pant
Causal Measurement: What it is and how it actually works.
Madan Bharadwaj
Is ROAS a standardized metric? Think again.
Sable M.
Marketing Mix Modeling: Turning Measurement Into Executive Clarity
Madan Bharadwaj
From Platform ROAS to Profit Truth: How M-Squared Rebuilt TeePublic’s Incrementality Playbook
Sam Nam
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