Most marketers continue to allocate budgets based on platform-reported metrics that claim credit for conversions that would have happened anyway. 𝗧𝗵𝗶𝘀 𝗶𝗻𝗳𝗹𝗮𝘁𝗲𝗱 𝘃𝗶𝗲𝘄 𝗼𝗳 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗵𝗶𝗱𝗲𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝘁𝗵𝗮𝘁 𝗮 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝗽𝗼𝗿𝘁𝗶𝗼𝗻 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱 𝗺𝗶𝗴𝗵𝘁 𝗻𝗼𝘁 𝗯𝗲 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝗮𝗻𝘆 𝗻𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀. ❌ You cannot optimize what you do not accurately measure. As Gabriele Franco (Founder at Cassandra) highlights, the missing link in modern analytics is validation. By combining marketing mix modeling (MMM) with rigorous incrementality testing, you can distinguish between channels that merely harvest existing demand and those that actually create it. 🙌 This calibration process is essential for understanding the true lift of your campaigns, helping you move budget away from saturated channels and confidently scale platforms that deliver incremental revenue. 🚀 Start measuring the real impact on your bottom line. Start here: https://linkly.link/2Qxrw