Guide
What measurement tools to buy at your spend tier — and what to skip.
For CMOs deciding what measurement tools to buy next.
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Most measurement stacks are either a sprint (everything urgent, nothing connected) or a wishlist (everything bought, nothing used). Neither produces better decisions. This guide is the other version — what to buy at each spend tier, in what order, with what discipline. A stack is a tool. The discipline is the actual asset.
What you'll learn
- Most stacks are bought in the wrong order — why MMM-first is the most expensive mistake
- The four layers, sequenced — Platform → MTA → Incrementality → MMM
- The $0 stack (under $50K monthly spend) — platform attribution + a spreadsheet
- The $100K stack (mid-tier spend) — add MTA, post-purchase survey, basic geo holdouts
- The $500K+ stack (full program) — MMM, brand health, formal incrementality
- How to evaluate vendors — questions to ask, red flags to walk away from
- A 90-day implementation plan — build the stack you actually need, in the right order
Get the free guide
Enter your email and it's yours — free, instantly.