Measurement & Attribution

Too little marketing investment (whether monetary or effort) is put in to cracking marketing effectiveness . Achieving an accurate understanding of what is driving results is harder in marketing than in any other discipline because human behavior is mostly sub-conscious and, consumers, not being our employees, don’t have as much vested interest in answering surveys honestly or at all. This causes too many marketing challenges to feel new and uncharted, and thus the proposed solution up for debate across the C-Suite.

Second, marketing has a long history of leaning into art and creativity, both as a foundation but also as an excuse for being able to have a framework and standards. As a result, the marketing discipline is not, by nature, rigorous and disciplined at always testing and documenting results, always iterating on success, especially through turnover of in-house staff and agencies. The result is unnecessary waste in future efforts. Marketing academia does have some of this documented, but the percent of academic learning that makes its way into professional marketing organizations is low . The volume of data and the vast quantity of combinations and permutations of data today, combined with ever-changing consumer behavior, combined with a non-static competitive landscape makes isolating causal data more time-consuming and challenging than my C-Suite has the patience for. CvE helps bring together the vast amount of disparate data in the ecosystem together from unrelated sources and pressure test it in every imaginable way to inform our strategies and tests. We shed a light on the newest techniques that integrate the best of media mix modelling, multi touch attribution and incrementality testing in to a coherent marketing effectiveness and measurement framework.