Reading the Decomposition Chart: What Drives Your Sales?
The Decomposition Chart acts as your marketing “source of truth,” slicing your total revenue into organic base and paid incremental sales. Learn to use waterfall plots to visualize how each channel stacks up, compare Share of Spend versus Share of Effect,…
Analyzing Efficiency: ROAS vs. Marginal ROI
Move beyond the rear-view mirror of Average ROAS and start using Marginal ROI (mROI) to predict future performance. This guide explains how to identify channel saturation, use response curves to find investment opportunities, and shift from simply tracking…
Model Validation: R-Squared and Confidence Intervals
Trust your data by understanding key validation metrics like R-Squared and Confidence Intervals. Learn how to interpret the “Explanation Score” to see how well the model understands your business, and use actual-versus-predicted charts to visualize accuracy…