Matt leads the measurement function at Canva, he reshaped measurement so centralized models stayed steady while embedded data scientists guided decisions locally, and he built one forecasting engine that finance and marketing can trust together.More
Tag Archives: mmm
178: Guta Tolmasquim: Connecting brand to revenue with attribution algorithms that reflect brand complexity
Brand measurement often feels like a polite performance nobody fully believes, and Guta learned this firsthand moving from performance marketing spreadsheets to startup rebrands that showed clear sales bumps everyone could feel. When she built Purple Metrics, she refused to pretend algorithms could explain everything, designing tools that encourage gradual shifts over sudden upheaval.More
176: Rajeev Nair: Causal AI and a unified measurement framework
Rajeev believes measurement only works when it’s unified or multi-modal, a stack that blends multi-touch attribution, incrementality, media mix modeling and causal AI, each used for the decision it fits. At Lifesight, that means using causal machine learning to surface hidden experiments in messy historical data and designing geo tests that reveal what actually drives lift. Attribution alone can’t tell you what changed outcomes.More
166: Constantine Yurevich: Visit Scoring, an alternative to MMM and MTA few marketers know about
Multi-touch attribution is a beautifully crafted illusion we all pretend to believe in while knowing deep down it’s flawed. The work is mysterious, but is it important? The big ad platforms sell us sophisticated solutions they don’t even trust for their own internal decisions. Is it time we accept marketing causation is a thing we can’t measure?More
145: Barbara Galiza: The inconvenient truths of attribution no one wants to admit
Attribution is a bit like navigating Amsterdam’s canals: mesmerizing but full of hidden turns that don’t always make sense. You don’t need to chart every twist—just focus on finding the direction that moves you forward. Instead of obsessing over every click, use attribution like a compass, not a GPS. More
139: Ron Jacobson: Why multi-touch attribution excels in credit distribution but fails in causality
Multi-touch attribution is a credit system, not the full story behind conversions. Incrementality testing digs deeper, asking what would’ve happened without a campaign. Don’t get stuck with basic tools; true measurement needs first-party data and statistical models. For startups, focus on nailing one channel before using tools like MTA or MMM to refine growth strategies.More
135: Pranav Piyush: Why multi-touch attribution is broken and what you should do instead
Pranav guides us out of the labyrinth of multi-touch attribution under the clear sky of incrementality and causality, urging marketers to focus on whether their efforts genuinely drive sales that wouldn’t have happened otherwise. Early-stage startups can benefit by prioritizing simple methods like geo-based testing over complex attribution models, allowing intuition to guide resourceful experimentation.More