Why Marginal ROAS Matters and How to Measure It - Tomi.ai
Visit LinkThis article discusses the importance of measuring incrementality and causal impact in marketing campaigns, rather than relying solely on ROAS. It covers methods like geo-split tests, hold-out audiences, and ghost ads to establish true lift and isolate the causal effect of marketing investments.
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TMB 5/52: Powerful Ideas > Perfect Measures
This article argues that powerful ideas, even if imperfectly measured, are more useful for business decision-making than perfect measures for less impactful ideas. It discusses the importance of focusing on high-leverage metrics and acknowledging the limitations of data, rather than getting overly bogged down in pursuit of perfect measurement.
TBM 8/52: The Data-Informed Product Cycle
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North Star Framework Template & Activity Library
Establishing the core foundations for a successful go-to-market strategy, including defining the ideal customer profile, target market segments, and aligning the product's value proposition with the right sales and distribution channels.