We publish the thinking we bring to clients. Two failure modes we exist to fix: a team buys an MMM and doesn’t know what to do with it — or it has flaws that quietly break trust. Our answer is transparency: we’re open about the standard methods, and we build the custom IP that becomes a durable advantage in your market.
Maturity grades, segmentation and the activatability test, MMM mechanics and limits, geo testing, incrementality-calibrated attribution, LTV, and the creative pipeline.
How untargeted tROAS lets ad platforms capture your surplus through the constraint-slack mechanism — and how elasticity-differentiated bidding takes it back.
Adstock, spend-response curves, calibration with intentional variation — and the two structural weaknesses every MMM shares.
Every pricing model has a signature failure mode. Timing, depth, and product inclusion — moving from business rules to data-driven efficiency.
Combine competitive benchmarks with elasticity-based return curves — match where it wins volume worth having, hold price where it protects margin at no real cost.
Discount at-risk stock early and shallow; hold what can sell next season. Data-driven storage and re-tagging to limit liquidation.