Marketing
Measurement
Glossary
Understand the concepts behind marketing performance, media effectiveness and data-driven decision-making.
All Definitions
Adstock
A mathematical transformation that models the lagged and decaying effect of advertising on consumer behaviour — accounting for the fact that exposure to an ad doesn't convert immediately.
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The ideas shaping modern
marketing measurement
Beyond definitions — why these concepts matter for your business decisions.
Why MMM is becoming the new standard
As third-party cookies disappear and digital attribution loses reliability, MMM offers a privacy-first, holistic view of what actually drives growth across every channel.
What incrementality really means for decisions
Incrementality testing answers one question: would this result have happened without our marketing? The answer determines how you allocate the next euro of budget.
How to measure real marketing ROI
Last-click attribution inflates bottom-funnel channels. True ROI measurement requires models that account for the full causal chain from brand investment to revenue.
Go deeper into marketing measurement
Marketing Effectiveness
How Ekimetrics builds a unified, accurate view of marketing performance and ROI across all channels.
Campaign Optimization
Connect testing, activation and learning into a continuous cycle that makes performance predictable.
Eki.Decisions
One decision system that aligns enterprise trade-offs before execution — not just another dashboard.
Haleon — Scaling MMM globally
How Haleon deployed unified marketing measurement across 30+ markets to drive efficiency at scale.
Eurostar — From awareness to occupancy
How Eurostar connects brand investment to revenue and yield outcomes via Ekimetrics' MMM.
The Forrester Wave™ — Q1 2026
Ekimetrics recognized as a Leader in Marketing Measurement and Optimization Services.
Common questions
The questions we hear most from marketing, analytics and finance teams getting started with measurement.
What is marketing mix modeling?
Marketing mix modeling (MMM) is a statistical technique using historical data to measure how different marketing activities and external factors contribute to sales. Unlike digital attribution, MMM works across all channels and doesn't rely on individual user tracking — making it robust in a privacy-first environment.
What is incrementality in marketing?
Incrementality refers to the additional outcome generated by a specific marketing action compared to what would have happened without it. Measuring it typically requires controlled experimentation — a test group exposed to the marketing and a holdout that isn't — so the difference can be attributed causally.
What is the difference between attribution and MMM?
Attribution models work at the individual level, assigning credit across touchpoints in a user journey. MMM works at the aggregate level, decomposing what drove changes in total sales over time. The two are complementary: MMM for strategic allocation, attribution for tactical digital optimization.
How do you measure marketing ROI accurately?
Accurate ROI measurement requires isolating the causal contribution of marketing from other revenue drivers — price changes, seasonality, competitive dynamics. The most reliable approaches combine MMM with incrementality testing. Relying solely on platform-reported attribution leads to significant overestimation of digital ROI and underestimation of brand investment.
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measurement decisions?
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