What's inside

Four chapters, written for agency leaders rather than statisticians. There is no mathematics in it.

01 The Measurement Problem

Why platform reporting cannot answer the question your clients are asking, illustrated with real figures.

02 The Four Methodologies

Marketing Mix Modelling, Multi-Touch Attribution, Incrementality Testing and Brand Uplift; what each measures and where its limits lie.

03 Putting It Together

How the four methods combine into one working framework, and how AI changed the economics of running them.

04 The Business Case

What independent measurement delivers for advertisers, and the commercial bennefit for your agency.