Insights & Strategy

How to Choose a Paid Media Agency: What to Ask Before You Sign

Most brands pick a paid media agency based on case studies and a good pitch. Here's the evaluation framework that actually separates strategic partners from execution vendors.

How to Tell When Your Measurement Stack Is Broken

Most measurement stacks that look broken aren't actually broken. They're working exactly as designed — each tool answering its own question, none of them designed to converge. Here's how to tell when the stack itself has stopped serving the business.

MMM vs MTA vs Incrementality: When to Use Each

MMM, MTA, and incrementality are not interchangeable. Each answers a different question. Use the tool that matches the decision, not the other way around.

The Measurement Memo: How to Stop the Four-Dashboard Argument Before Next Quarter

There is a one-page document that, if your CMO and CFO sign it before next quarter starts, eliminates roughly 80% of the measurement arguments your team is having right now. Almost no brand has it.

What You Are Actually Buying From Your Paid Media Agency

Marketing leaders evaluate agencies on case studies. The thing that determines the work is the operating model. Who is on your account and how they connect.

The Brand vs Performance Divide is Hiding Your Demand Problem

Strong ROAS and flat revenue is a demand problem, not a performance problem. Why the brand vs performance divide hides it, and what to do instead.

CTV Advertising for DTC Brands: How to Measure What You Can't Click

CTV is one of the most underused channels in DTC paid media — not because it doesn't work, but because most brands don't know how to measure it. Here's the framework for proving its impact without a click.

Marketing Attribution Tools for DTC Brands: How to Choose the Right One

The attribution tool landscape has changed significantly. Here’s an updated guide to the major platforms — and the framework for choosing the one that actually fits your measurement problem.

What Is MER (Marketing Efficiency Ratio) and Why It Matters More Than ROAS

ROAS tells you how efficient one channel looks. MER tells you whether your entire media program is actually working. Here’s how to calculate it, what a healthy number looks like, and why it’s the metric that finally makes sense to a CFO.

How to Allocate Paid Media Budget Across the Funnel (and When to Rebalance)

Most brands treat awareness and performance as a budget trade-off. The ones that grow treat allocation as a live dial — with specific signals that tell them when to rebalance.

From Tease to Sustain: Rethinking Seasonal Demand Through a New Marketing Model

Why A High ROAS Is Not Always Good

A high ROAS doesn’t always mean your marketing is performing well. Learn why brands are moving beyond ROAS to a triangulated framework that balances efficiency, incrementality, and profitability.