This guide provides a practical framework for modern marketing measurement, designed for leaders facing conflicting reports and untrustworthy data. It demystifies the three core pillars—Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), and Incrementality—and shows you how to unify them.
The playbook outlines a clear methodology to move from debating data to acting with conviction. It offers a step-by-step calibration engine to build trust in your models and provides a 90-day action plan to put unified measurement into practice and prove marketing’s value to the C-suite.