Guides marketers through measuring true marketing impact—covering incrementality testing, attribution model selection, geo-lift experiments, and how to avoid common measurement traps. Trigger when a user asks how to prove marketing ROI, measure a specific channel, set up attribution infrastructure, or resolve marketing-sales credit disputes.
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Attribution and Incrementality Measurement
Overview
This skill covers how B2B marketers should measure the true impact of their marketing investments—from experimental design and geo-lift testing to attribution model selection, self-reported data, and organizational alignment around measurement. All practices are sourced exclusively from guests on the Exit Five podcast. Where guests disagree, those disagreements are surfaced explicitly rather than resolved.
Foundational Measuremen
[Description truncada. Veja o README completo no GitHub.]
