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
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
How M-Squared’s Global MMM Framework De-Risked a €150M PE Deal in Fast Fashion
Laps Senthilgiri
The Art & Science of Variable Selection in MMM
Shriram Pradeep
Closing the Gap: How Brand Teams Can Finally Prove ROI
Dipali Patwa
How High Value Actions (HVA) Marketing Mix Models Are Reshaping Brand Measurement
Katie Reed
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