MMM · Attribution · Incrementality
Measurement should change the investment decision.
I join the long view, the journey view and the causal view so leadership can see what is working, what is uncertain and where the next dollar has a better chance of paying back.
to outcome
A joined-up framework shaped more than half of investment decisions.
Context
Senior teams needed a stronger view of the contribution of marketing across a broad, multi-market portfolio.
What I owned
Led effectiveness strategy spanning MMM, multi-touch attribution and incrementality; translated the evidence into recommendations for senior leaders.
Strategy & execution
Triangulated methods with different strengths and time horizons. Made assumptions and limitations visible so one model would not carry more certainty than the evidence allowed. Built a framework for evaluating business outcomes, investment trade-offs and test opportunities across the portfolio.
Result
Influenced $17m of investment decisions (more than 50%) and identified a $10m optimisation opportunity.
Use the right lens for the question.
MMM
Where has investment contributed over time?
Portfolio allocation · long-term effectAttribution
Which journeys and touchpoints receive credit?
Path insight · directional optimisationIncrementality
What changed because the marketing ran?
Causal lift · test and controlCommercial outcomes
Did it move bookings, revenue and profitability?
Reservations · revenue · returnEvery model has limits. I look for agreement across methods, explain where signals disagree, and tie recommendations back to commercial outcomes.
Next conversation
Let’s talk about the growth problem you need to solve.
Strategy, execution and commercial accountability — in the same conversation.