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: An Origin Story
Keary Phillips
Unlocking growth for a cosmetic brand
Shawn Grenald
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
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