BlueAlpha

Are you a marketing leader evaluating MMM solutions or already using an MMM vendor that doesn't offer incrementality testing? If so, we have some important insights to share. At BlueAlpha, we believe that marketing mix models should evolve to provide more accurate and actionable ROI insights. In our latest article, we explain why traditional MMMs with fixed parameters and static priors can lead to misleading ROI estimates and inefficient marketing spend allocation. Our approach integrates time-sensitive incrementality tests and dynamic, time-varying coefficients into a Bayesian framework. We believe this method provides a more adaptable and precise view of marketing attribution across multiple channels. Get the full details here: https://lnkd.in/d3PKa6aE ___ #MarketingDataScience #MarTech #MarketingInnovation #MMM

We’ve been working with the team at beehiiv, one of the fastest-growing startups, over the past few months to measure the true impact of their marketing spend. The big takeaway? In-platform reported metrics significantly overstated actual performance: ?? Meta’s true cost per acquisition was 345% higher than what the platform reported ?? YouTube was slightly better at 50% higher than platform reported ?? Tik Tok was actually in line with platform reported metrics (someone tell congress that Tik Tok is telling the truth) These results continue to highlight the need for brands to run incrementality experiments to uncover the real impact of their marketing spend. If you are making your decisions on platform reported data or internal click based data, you are definitely misallocating spend. Check out the full case study (link in comments) to see our methodology. Have questions or want to chat about incrementality testing? Let’s talk!

beehiiv, the fast-growing newsletter platform empowering creators and businesses across the digital landscape, recently partnered with us at BlueAlpha to tackle their marketing measurement challenges. ???????? ???? ?????? ?????? ???????????????? ???????? ?????? ?????????????? ?????????????????????? ??????????????????: ?? Meta's true cost per acquisition was a staggering 345% higher than what the platform reported ?? YouTube's actual CPA was 50% higher than platform figures showed ?? TikTok, meanwhile, was delivering genuine value almost exactly as reported This is precisely why traditional attribution models (like DDA, or even worse last-click) fall short, and why you shouldn't report marketing performance using the numbers ad platforms provide. Platform-reported metrics and conventional attribution models are unreliable. Only well-designed incrementality testing can uncover the true impact of each marketing channel. Without it, you are almost certainly misallocating your ad budget based on fundamentally flawed data. Reallocating spend to truly incremental channels can transform your marketing mix and drive significant growth, even during budget constraints. ???? ??????'???? ?????????? ???????????? ?????????????????? ?????????????????? ?????????? ???? ????????????????-???????????????? ?????????????? ???? ?????????????????????? ?????????????????????? ????????????, ??????'???? ?????????????????? ???? ???????????????????? ??????????????????????. Check out the full case study (link in comments) to see exactly how our incrementality testing methodology uncovered these insights and how you can apply the same approach to your marketing efforts. ___ #Marketing #GrowthMarketing #DataDrivenMarketing #MarketingROI #CMO #ROI #MarketingStrategy

beehiiv is absolutely killing it right now. January was their biggest month yet, adding $1.25M+ in net new ARR - and February is on track to do the same. Like many fast-growing brands, they questioned whether marketing was truly driving their recent growth or if it was primarily organic. With conflicting data from platform metrics, GA4, internal attribution, and surveys, they needed a statistical, data-driven baseline to guide future spending across channels. They needed clarity. Together, we took a two-step approach: - Marketing Mix Modeling identified high-value channels and eliminated waste - Incrementality testing at scale enabled us to run three simultaneous tests across YouTube, Meta, and TikTok The results? Eye-opening. - Meta was over-reporting CPA for signups by 345% (big surprise, right?) - YouTube was over-reporting CPA for signups by 50% - TikTok was closest to reality, with just a 10% variance - However, paid conversions on these platforms were actually 80%+ cheaper than reported with TikTok being the leader Now, Beehiiv is doubling down on what works. They are scaling proven channels, optimizing spend, and ensuring every marketing dollar drives true incremental growth. But we are not done yet. The goal is to uncover every opportunity and turn Beehiiv’s marketing into a fully optimized, data-driven machine. Big shoutout to the team - Edward W. and Brian Kudler - for pushing the boundaries. Excited to continue this partnership.

Are you confident your marketing spend is truly driving revenue? Discover how BlueAlpha's incrementality testing enabled beehiiv to uncover unreliable channel metrics, reallocate their budget wisely, and drive scalable growth.

As a Chief Operating Officer, are you tired of watching marketing drain resources without clear returns? Marketing, a significant cost center in many businesses, often suffers from inefficiencies, misaligned objectives, and unclear ROI. These inefficiencies can negatively impact key metrics like?cost per unit of output,?operational margin, and?process efficiency, directly affecting the company’s ability to scale profitably. This is where an innovative marketing measurement platform like BlueAlpha can become a COO's vital partner, transforming marketing into a scalable, efficient growth engine for you to leverage. Read more: https://lnkd.in/dh672VrB ___ #OperationalExcellence #COO #COOStrategy #MarketingEfficiency #BusinessScaling #PerformanceMetrics #ProcessImprovement #ExecutiveLeadership #CostOptimization

There are at least three key rules for smart advertising budget allocation: ? ???????? ??: As ad spend grows, ad efficiency decreases. ? ???????? ??: The more brand differentiation in the market, the more sense it makes to invest in branding/reach. ? ???????? ??: The larger the company, the less incremental awareness is available. Consider a small startup that initially launches in a low-differentiation market and later pivots to a high-differentiation space (real-world examples of this shift include Warby Parker, Casper, Dollar Shave Club, Allbirds). In such cases, the optimal marketing budget allocation changes dramatically. Its reach-focused campaigns should increase from around 15% to as much as 40% of the total spend. What about your company? Wonder if you should redistribute your budget? Find out with BlueAlpha. ___ #MarketingStrategy #PerformanceMarketing #GrowthMarketing #BudgetAllocation #CMO #StartupMarketing #Branding #MarketingTips

Let's take a look at Apple advertising. ??ATT led to higher budgets for Apple Search Ads, but much of that spend wasn't truly incremental. ??Now, view-through attribution will inflate performance metrics even further, making it harder for marketers to measure real impact. Ad platforms are optimizing for their revenue, not yours. The only way to stay ahead? Incrementality testing is no longer optional. Don't let platforms dictate your success. Measure what truly moves the needle. How is your team adapting? #AppMarketing #DigitalAdvertising #Incrementality #AppleSearchAds #GrowthMarketing #MarketingAnalytics #AppleAds

Companies are pouring more and more money into the big four ad platforms, but are they truly measuring the impact on revenue? Or just relying on attribution models? Without proper measurement, ad spend can quickly become a black hole. The real winners are those who prioritize tracking impact over budget increases. For everyone else, the ad platforms win. #Marketing #AdSpend #ROI

????????????'?? ???????? ???????? ??????????????: ?????? ???????? ???????????????? ???????????? ????????????????? In January, Google announced its much-anticipated 2025 Performance Max updates, aiming to give marketers more control and transparency. In our latest article, we break down: ?? Why PMax exists in the first place (spoiler: it's what execs thought they wanted). ?? Why Google is updating it, and what's really behind the rollout strategy. ?? What's changing for CMOs and marketers in 2025, and what remains broken. If you've ever questioned whether PMax is a game-changer or just another black-box system designed to keep ad budgets flowing, this deep dive is for you. ?? Read the full analysis here: https://bluealpha.ai/pmax/ What's your take on the 2025 updates? Are they enough, or does PMax still have fundamental flaws? #DigitalMarketing #GoogleAds #PMax #MarketingStrategy #CMOInsights