What's Inside
Written for marketers and operators, not academics. This book covers the measurement techniques that actually matter:
- Attribution models — what works, what doesn't, and why most are broken
- Incrementality testing — the gold standard for causal measurement
- Marginal analysis — understanding diminishing returns across channels
- Media mix modeling — Bayesian approaches explained from first principles
- Building a measurement culture — getting buy-in from leadership
Who Should Read This
- CMOs and VPs of Marketing who need to justify spend
- Growth marketers building measurement frameworks
- Data scientists entering marketing analytics
- Anyone tired of vanity metrics and attribution theater