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Big week at Measured! This week we rolled out major upgrades to our Causal MMM, which is continuously and automatically calibrated by incrementality tests. Now, enterprise teams get Speed, Transparency, Control and of course Causality with our Causal MMM. We’ve added: ✅ On-Demand Model Refresh: Re-run models instantly as inputs change and trusted causal signals are available. ✅ More Transparency: New admin functionality to dynamically update variables and testing inputs driving the model. Our goal is to eliminate the “black box,” and put you in control. ✅ More Customization: Flexibility to dynamically assign variables to anchor the model. ✅ Integrated Planning + Reporting: Connect causal outputs directly into planning and optimization workflows. Huge props to Mahesh Jeswani (MJ), Kole Winters and our amazing Product, Engineering & DS teams. This team is relentlessly innovating to build the future of media measurement and provide our clients with industry leading full funnel optimization capabilities. Check out our news here: https://lnkd.in/gyAkMfvG

The Trap: 1x iROAS on Brand Search is just as valuable to spend into as a 1x iROAS on META Prospecting. The Proof: If you scale Meta to a 1.66 iROAS, the last dollar you spend is still getting you $0.48. If you scale PMAX Brand to a 2.83 iROAS, the last dollar you spend is getting you $0.03 The Solution: Use marginal incremental return on ad spend (miROAS), or marginal incremental new customer acquisition cost (miCAC) via response curves built out of an MMM calibrated by incrementality experiments, rather than blended incremental metrics, to optimize media mix.

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The North Face, "How much can we scale spend without losing efficiency?" Measured, "You can scale spend 1,290%" Christof Zanecchia at The North Face said it best, “For the first time, we had hard evidence, not just platform metrics, to guide our paid search investment strategy. Measured gave us the confidence to make big decisions backed by real impact.” Tired of reading the tea leaves? There's only one way to take the stress, anxiety, and noise out of media planning and ad spend optimization.

Turning “What If?” into “What’s Next?” When one of the world’s most iconic brands asks, “Can we scale search without losing efficiency?” the answer had to be backed by more than platform dashboards. Our work with The North Face delivered hard, scientific proof: ✅ 13x increase in incremental revenue ✅ 1290% increase in search spend ✅ 1% improvement in iROAS This is why we exist at Measured, to replace guesswork with evidence and give brands the confidence to move faster. Check out the full case study in the comments.

Frustration is responsibility without control. For many brands, it's also defined as media planning. The CFO wants to cut spend, the CMO wants more spend, the CEO wants to hit the forecast. The source of truth is usually "triangulation" which, practically speaking, means 3 people looking at 3 different things. The Result? Frustration. Whether you're trying to fix a broken media mix or optimize a decent media mix, success or failure will depend on the reliability of your diagnostic tools. Incrementality tests are blood tests for your media plan. They will tell you at this exact moment in time, how is your media performing. And just like a blood test, incremental ROAS can, and should, change depending on a variety of factors. The solution? A custom agile Media Mix Model calibrated by Incrementality Experiments. Media planning shouldn't be frustrating. It should be insightful, actionable, dynamic, and yes, I'll say it... FUN. Stefanie Sellenraad and I had the chance to discuss on Google's Shared Perspectives Podcast how brands can leverage Measured to reach their goals instead of for an aspirin. Special thanks to Elad Schor & Evan Trevers for their support & partnership in this project.