causation

INCRMNTAL’s new platform uses causal AI models to measure and help marketers understand the relationship between cause and effect.

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Carl Spaulding, executive vice president of strategy at NCSolutions. Advertisers need a refresher course on the difference between attribution and causation – and why proving the latter is so much […]