Learn
Marketing measurement, in plain English.
Short guides to how marketing gets measured: media mix models, incrementality, streaming TV, YouTube and in-store sales. Each one answers the question first, then explains it, with real examples from our own work.
The guides
- 01 What is a media mix model? How a media mix model splits sales into a baseline and what each channel added, what it needs, and what it can't tell you. Read the guide
- 02 Incrementality vs. attribution: what's the difference? Attribution says which ads were on the path to a sale. Incrementality says which sales the ads added. When to use each. Read the guide
- 03 How to measure streaming TV ads Why clicks undercount connected TV, and the three reads that measure it: did people watch, did they remember, did sales move. Read the guide
- 04 Using YouTube ads to drive store visits How YouTube campaigns bid for store visits, what Google's store-visit numbers are (and aren't), and how to judge them on real sales. Read the guide
- 05 How to measure marketing when most sales happen in stores Ad platforms can't see the register. How store-first businesses measure marketing against all their sales. Read the guide
- SEE IT IN PRACTICE Results Two anonymous case studies, by the numbers: $1.54M in room revenue our model credits to a luxury resort launch, and $10M+ a year in incremental revenue our media mix model credits to a retailer's digital advertising. See the results
Questions about working with us?
What Donut Analytics does, how we use AI, how our media mix models work, and how to get started.
Want to know what your ads actually move?
Tell us what you sell and where you advertise. We'll show you how we'd measure it.
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