The psychological advantage of incrementality testing
Cutting spend feels risky. Keeping an unprofitable tactic often feels safe. Better evidence helps you challenge that imbalance.
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Tom Leonard's latest articles
Run fewer incrementality tests and get more from them
Prioritize tests where uncertainty has real financial consequences, then use the results to guide decisions long after the test ends.
What Meta’s broad targeting teaches us about optimization signals
The event you optimize for increasingly determines who algorithms find, how they allocate spend, and the business outcomes your campaigns produce.
Marketing investment is a capital allocation decision
ROAS and CPA targets don’t tell you where to invest. Use marginal returns and contribution profit to guide smarter capital allocation decisions.
If your measurement strategy delays decisions, it’s broken
When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L.
3 incrementality testing mistakes — and how to avoid them
Incrementality testing only works if it drives decisions. Here’s where teams go wrong and how to use tests to guide spend and optimization.
Why MMM makes marketers nervous — and why you should use it anyway
Forget the hype and the horror stories. Here’s how to use MMM the right way without turning it into another attribution debate.
4 steps to kickstart incrementality without overcomplicating it
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth.
It’s time to move on from multi-touch attribution
MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.
How attribution masks what’s actually driving growth
Attribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think.