The Incrementality Test You Can Run Without a Data Team
You can test whether a channel drives sales without a model, a vendor or a data scientist. Five steps for a pause test, and what it cannot tell you.
-
-
Your Dashboard Measures Activity. Investors Will Ask About Causality.
Dashboards count activity. Diligence asks what caused it. Why your growth line cannot answer an investor’s three questions, and the contrast that can.
-
Your Attribution Model Is a Budget Decision You Never Made
Choosing an attribution model is a funding decision, not a measurement one. Here is what each model starves, and the question to answer first.
-
First-party data: the build order most companies get backwards
Most companies build first-party data in the wrong order. What to collect at each stage, and what to refuse until a decision needs it.
-
LTV:CAC Is the Most Abused Number in Your Deck
LTV:CAC is two forecasts divided by each other. A healthy ratio hides cohort decay and blended CAC. Run payback by cohort instead.
-
The Attribution Trap: Why Optimising for Last-Click Is Making Your Growth Worse
Last-click attribution measures which ad came last, not what drives growth. Here is why optimising for it defunds the channels that build your business.
-
How to Build a Marketing Measurement Framework Without a Full Analytics Team
Build a four-layer marketing measurement framework without an analytics team: KPIs, channel metrics, attribution logic, and decision triggers for founders.
-
Incrementality Testing Without a Data Science Team: A Founder’s Guide
A practical three-stage incrementality testing framework for founders. No data science team needed. Learn how to measure what your marketing actually causes, not just what it touches.
-
First-Party Data Strategy for Founder-Led Businesses: What to Collect, Why, and When
Most founders treat first-party data as a compliance task. It’s a revenue lever. Here’s a staged collection model tied to your business maturity.
-
Your Marketing Dashboard is Lying to You: How to Audit a Broken Measurement Stack
Most marketing dashboards report activity, not causality. Here are four structural gaps that make yours mislead, and how to audit each one.
