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
Incrementality Testing Workflow
Madan Bharadwaj
Primer On Incrementality Testing
Madan Bharadwaj
Facebook Robyn Model vs Google Lightweight Comparison (Facebook Decomp Example Part 2)
Madan Bharadwaj
What Are Test and Train Periods And Hold Out Windows? (Facebook Decomp Example Part 1)
Madan Bharadwaj
Hold out Testing
Madan Bharadwaj
All Things Scale Testing
Madan Bharadwaj
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