Your warehouse is clean, your agents are running, everything looks like it’s working, and that’s the trap. This floor is where AI mistakes correlation for causation and scales the mistake at machine speed, eroding revenue behind a green dashboard. We unpack the fix: holdouts, guardrails, and a causal context graph that proves what actually works.More
Tag Archives: MTA
200: Matthew Castino: How Canva measures marketing
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
167: Moni Oloyede: The marketing ops identity paradox, attribution is a waste of time and GTM engineering is just sales ops
Your buyers can’t remember why they bought from you, our brains physically can’t store that information correctly. But we’ve built elaborate attribution systems pretending otherwise. Moni helps us understand why we need to stop crediting random touchpoints and start measuring how effectively each content piece performs its specific job in moving people through your funnel.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
165: Ashley Faus: Building content that matches actual human thinking by integrating lifecycle, content and product marketing
Marketing frameworks often fail because they ignore how humans actually behave. People don’t follow neat, linear paths; they explore, double back, and leap ahead based on genuine interests. Drawing from her diverse experience across corporate communications and lifecycle leadership, Ashley exposes how artificial walls between marketing functions create dysfunction while offering a solution. 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
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