Attribution
Marketing Attribution Modelling: State of the Art in 2026
What are the recent advances and cutting-edge methods in attribution modelling — and how do you tell a genuine improvement from a merely more complicated model?
Read articleMarketing measurement, done right
Measure what your marketing is actually worth
We combine the best open-source measurement frameworks, AI automation and deep practitioner expertise — so your budget decisions stop running on vibes and start holding up in the boardroom.
Open-source MMM · Incrementality testing · AI for measurement · In-house or outsourced
Same channel. Four answers.
What’s the true ROAS of that channel?
- Platform attributionROAS 11.0
- Blackbox attribution SaaSROAS 7.5
- Legacy MMMROAS 3.0
- Incrementality testnot significant
…and next year’s budget is due to the board on Monday.
Trusted by marketing & data teams at
Sound familiar?
Most brands still waste a meaningful share of their marketing budget on bad measurement — and make the big calls on gut feel or methods they don’t fully trust.
We help marketers and executives build and maintain rigorous, reliable and transparent marketing-measurement programs — the kind you can actually defend to a CFO. In-house, outsourced, or somewhere in between.
€700m+
media spend measured & optimised
53
MMM production models deployed in the last 12 months
150+
geo-experiments designed & evaluated in the last 12 months
What we do
Four ways we make your marketing measurable
Engage us for one capability or the whole program. Either way, you work with senior practitioners — not a pyramid of juniors.
Marketing Mix Modelling
- Open-source MMM (PyMC, Meridian, Robyn)
- Always-on MMM with weekly / monthly / quarterly refreshes
- Rigorous validation + a model credibility framework
- Scenario planning & cross-channel/geo budget optimisation
Advanced Measurement
- Geo-experiments and incrementality tests
- Triangulation across MMM, experiments & attribution
- Custom Multi-touch attribution for complex use cases
- Marketing measurement maturity assessment
Measurement Practice
- Measurement as a company function, not a one-off project
- Build out your in-house measurement capability
- Board-defensible decisions & CMO support
- Team training and knowledge sharing
AI + Data for Marketing
- Marketing & media data lakes / warehouses
- Tailored AI agents for measurement & optimisation
- Data-collection systems (pricing, competition, promos…)
- GCP + Azure cloud engineering
Start for free
Three low-risk ways to start
We’d rather prove our worth than pitch it. Pick the entry point that fits where you are.
Free incrementality test
For qualifying brands, we design and run a geo-based incrementality test on one channel — real causal evidence, on us.
Learn moreFree Meridian MMM PoC
A diagnostic first MMM on Google’s Meridian, plus a business-case review of whether MMM is right for you.
Learn moreBook a consultation
30 minutes with a senior practitioner to pressure-test how you measure today — no pitch, no obligation.
Learn moreWriting
From the blog
MMM
Why Is Marketing Mix Model (MMM) Validation So Hard? (And Why Most Teams Evaluate It Wrong)
Can you trust your MMM's results and recommendations? The typical mistakes teams make when evaluating MMMs — plus a five-level framework for validating them properly.
Read article
Incrementality
Geo-experimentation in smaller markets: why the US playbook fails (and how to fix it)
Geo-lift playbooks quietly assume you're testing in the US. Here's why they break in smaller European markets — and how to design experiments that hold up.
Read articleStop budgeting on vibes.
Book a free 30-minute consultation. We’ll pressure-test how you measure today and show you what rigorous, board-defensible measurement would look like for your brand — no pitch deck, no obligation.