The New Marketing Measurement Playbook
How Attribution, Incrementality Testing, and MMMs Drive Smarter Budgeting and Maximize Profits
By Nadir Hussain
Get the BookWhat'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