Measurement
Branding agencies attribution methods: four ways
Four branding agencies attribution methods: multi-touch attribution, marketing mix modelling, brand lift studies and geo holdout tests, none proof of cause.
Section
Measurement
Measurement
Branding agencies benchmark research: set the specification
Branding agencies benchmark research: define population, service, period and source before judging performance claims in reviews or pitches.
Measurement
Measuring branding agency work across five evidence layers
Build an agency measurement system that separates delivery, observed change, attribution, contribution and causal impact with auditable evidence.
Measurement
Branding agencies measurement mistakes: six checks
Branding agencies measurement mistakes: six buyer checks for brand-tracking reports, covering uncertainty, outputs versus outcomes, assigned credit, series breaks, denominators and the evidence trail.