Measurement 101
Your go-to hub to master the fundamentals of modern marketing measurement: from MMM to incrementality, and everything in between.
Introducing Measurement 101
We created Measurement 101 with the aim of bringing together the fundamentals of marketing measurement. It’s built from real experience working with hundreds of brands, tackling these challenges every day.
Our goal is simple: to cut through the jargon, share what really matters, and help marketers build the right foundation for measurement - no matter where they are in their journey.
Explore the lessons
Learn how today’s top brands measure smarter. Explore our articles on Media Mix Models (MMM), incrementality, operationalizing MMMs, model validation, vendor selection, and more.
What is Media Mix Modeling (MMM) and why do we take a “Bayesian” approach at Fospha? We'll first unpack everything you need to know about Media Mix Models (MMMs), discuss the limitations of traditional MMMs, and dive into the basics behind Bayesian modeling before understanding why Fospha adopts this approach to modeling.
Daily MMM: The New Standard for Marketing Measurement In this lesson, we'll move past theory to explore the practical implications for teams who adopt Bayesian MMMs, and the important industry shift they're driving: the transition to daily MMMs that go beyond correlation.
MMM, MTA & Incrementality: Building a Suite of Truth This lesson will unpack the overall measurement landscape: the foundational approaches to marketing performance measurement, effective triangulation between systems, and how to choose a stack that works for your specific business.
Incrementality Testing: What It Is and How It Compares to Always-On Measurement This lesson takes that further by breaking down the main test types, explaining when each is most appropriate, and showing how to design tests that deliver the greatest value.
Measuring Marketing Impact Beyond Your DTC Website This lesson will focus primarily on how these tests can be leveraged to quantify the impact of your marketing beyond your DTC website or marketplace to create an estimation of the "halo effect".
How to Future-Proof Your Measurement This article outlines the key shifts to understand and how to future-proof your measurement strategy.
Glossary: Key Terms to Know Welcome to Measurement 101! Here is a short guide to all the key terms and concepts to familiarize yourself with as you work your way through all the content.