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RESEARCH / MEASUREMENT

Measurement

Marketing mix modeling, attribution and experiments: what each one can answer, and what it cannot.

Nexus asks what a campaign changed and separates contribution, attribution credit and incremental effect into three different evidence views. Schematics have no numerical scale.Measurement / 4 MIN READ

Contribution, credit and incrementality are different questions.

Why three useful measurement views should not collapse into a single performance number.

Read the field note →Observed difference is +1 percentage point. Approximate normal 95 percent interval runs from minus 3.5 to plus 5.5 percentage points and includes zero.Measurement / 5 MIN READ

What would have happened without the campaign?

Define a credible comparison, inspect uncertainty and distinguish incremental effect from attribution credit.

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