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Articles
Articles and opinion pieces on all things advertising, marketing measurement, analytics and other industry insights. In this section you can also find company and team updates.
Updated Nov 14, 2025
Do Promos Really Need More Ad Spend?
Do promotions really need more ad spend? Not always.
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Updated Nov 4, 2025
The Problem With Driving Your Marketing Using a Compass
Marketing needs a GPS, not a compass. INCRMNTAL guides smarter, real-time decisions for modern marketers.
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Updated Oct 21, 2025
How to Use Uplift Modeling
Proving Marketing Incrementality with Uplift Modeling
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Updated Nov 14, 2025
Attribution vs. Incrementality
Measurement evolved. Attribution didn’t. Incrementality tells the truth.
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Updated Nov 14, 2025
Channel Diversification
What is the impact of channel diversification over results?
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