Cassandra Blog

Attribution Is Not Measurement: Why Portfolio Theory Beats Last-Click

Calibrate Your MMM? What Others Won't Tell You

Beyond ROI: Risk-Adjusted Returns for Marketing

How Much to Bet on Marketing: A Capital Allocation Framework

Budget Allocation Is Portfolio Construction: Why CMOs Should Think Like Fund Managers

Marketing Value at Risk: How Much Can Your Budget Lose?

Risk-Adjusted ROAS: Why Standard ROAS Misleads Budget Decisions

The Marketing Efficient Frontier: A New Framework for Channel Mix Optimization

The Complete Guide to Marketing Mix Modeling (2026)

2026 Media Effectiveness Benchmarks:

How to Plan your Marketing Mix For Q4

Why Attribution Misleads Budget Decisions (Real MMM Case)

Cassandra - Top Marketing Analytics Tools to Watch in 2025

Unlocking Marketing Success with Data-Driven Attribution

Unlocking Marketing Success with Real-Time Attribution

Unlocking Marketing Success with Real-Time Attribution: A Comprehensive Guide

Unlocking Media ROI Growth: A 3 Steps Guide

Unlocking Success: Effective Marketing Measurement Techniques You Need to Know

Unlocking Success: How Marketing Performance Insights Drive Business Growth

Unlocking Success: Marketing Performance Insights for Modern Businesses

Unlocking the Future of Data with Privacy-First Measurement

Unlocking the Power of Cross-Stack Incrementality in Modern Marketing

Unlocking the Power of Market Mix Modeling

Unlocking the Power of Marketing Mix Modelling

Unlocking the Power of Media Mix Modeling: A Comprehensive Guide

When you should start thinking using Marketing Mix Modeling for your e-commerce business

Understanding Multi-Touch Attribution: A Comprehensive Guide for Marketers

Understanding the Adstock Effect: How Advertising Impact Decays Over Time

Understanding the Adstock Effect: How Advertising Impacts Consumer Behavior Over Time

Understanding the Difference: Attribution vs. Incrementality in Marketing Analytics

Understanding the Different Types of Marketing Attribution Models

Understanding the Importance of Channel Impact Analysis in Modern Marketing

Understanding the Importance of Incremental Impact Assessment in Modern Business Strategies

Understanding the Importance of Randomized Controlled Trials in Medical Research

Understanding the Incrementality Formula: A Comprehensive Guide

Unlocking Business Growth: The Power of Incremental Value Measurement

Unlocking Business Growth: The Ultimate Guide to Revenue Attribution

Unlocking Business Growth with Incremental Metrics: A Comprehensive Guide

Unlocking Business Potential: A Guide to Incremental Conversion Analysis

Unlocking Business Potential with Marketing Analytics Software

Unlocking Business Potential with Marketing Analytics Software

Unlocking Growth: Strategies to Drive Incremental Revenue

Unlocking Growth: Understanding the Incrementality Formula

Unlocking Insights with Geo Experiments: A Comprehensive Guide

Unlocking Marketing Insights: The Power of Channel-Silo Incrementality

Unlocking Marketing Potential with Multi-Touch Attribution: A Comprehensive Guide

Unlocking Marketing Success: The Power of Incrementality Testing

Unlocking Marketing Success with Data-Driven Attribution

Maximizing Your Marketing ROI with Conversion Lift Analysis

Maximizing Your Marketing Strategy: The Power of MMM Marketing

MMM Case Study: +13% in conversions with the same budget invested

Marketing Mix Modeling Software - Fast Media Mix Measurements for non-tech Marketing Teams

The Best Media Mix Modeling Tools for Your Business Success

The Cassandra Method: Building Trust in Your Marketing Mix Model adoption

The Future of Marketing Measurements

The Importance of Control Group Analysis in Scientific Research

The Importance of Randomized Controlled Trials in Modern Medicine

The Ultimate Guide to Marketing Mix Modeling

Top Strategies for Conversion Rate Improvement in 2023

Understanding Attribution vs. Incrementality: Key Differences and Applications

Understanding Channel Impact Analysis: Strategies and Benefits

Understanding Channel-Silo Incrementality: A Comprehensive Guide

Understanding Cross-Stack Incrementality: A Comprehensive Guide

Understanding Holdout Groups: A Key to Accurate Data Analysis

Understanding Incremental Contribution: A Key to Business Success

Understanding Incremental Impact Assessment: A Comprehensive Guide

Understanding Incremental Lift: A Comprehensive Guide

Understanding Incremental Value Measurement: A Comprehensive Guide

Understanding Marketing Attribution Models: A Comprehensive Guide

Understanding Matched Market Testing: A Comprehensive Guide

Understanding Matched Market Testing: A Comprehensive Guide

Understanding Media Mix Modeling: A Comprehensive Guide

Mastering Cross-Platform Attribution: Strategies for Success

Mastering Customer Journey Analysis: A Comprehensive Guide

Mastering Customer Journey Analysis: Strategies for Success

Mastering Digital Marketing Metrics: Key Indicators for Success

Mastering Incremental Conversion Analysis: A Comprehensive Guide

Mastering Marketing Budget Planning: Strategies for Success

Mastering Marketing Experiment Design: A Comprehensive Guide

Mastering Marketing Experiment Design: A Comprehensive Guide

Mastering Marketing Measurement Techniques: A Comprehensive Guide

Maximizing Campaign Effectiveness: Strategies for Success

Maximizing Campaign Effectiveness: Strategies for Success

Maximizing Experiment Accuracy with Holdout Groups: A Comprehensive Guide

Maximizing Impact: Strategies for Budget Allocation Efficiency

Maximizing Impact: Strategies for Budget Allocation Efficiency

Maximizing Impact: The Future of AI-Powered Ad Campaigns

Maximizing Marketing Efficiency: The Power of Incremental ROAS

Maximizing ROI: A Comprehensive Guide to Ad Spend Analysis

Maximizing ROI: The Importance of Marketing-Portfolio Incrementality

Maximizing ROI: Understanding Marketing-Portfolio Incrementality

Maximizing ROI with AI-Powered Ad Campaigns

Maximizing Success: A Comprehensive Guide to Campaign Performance Tracking

Maximizing Success: Strategies for Marketing ROI Optimization

Maximizing Success: Strategies for Marketing ROI Optimization

Incrementality Testing on Meta ads: an eCommerce success story

Marketing Mix Modeling an Opportunity for Agencies

Marketing Mix Modeling - Daily or Weekely granularity?

Marketing Mix Modeling for Marketers

Marketing Mix Modeling for Performance Marketing

Marketing Mix Modeling using Python: Auto-tuning for Diminishing Returns and Adstock using Nevergrad

Mastering A/B Testing: Strategies for Effective Experiments

Mastering A/B Testing: Techniques for Data-Driven Decision Making

Mastering Campaign Performance Tracking: Strategies for Success

Mastering Conversion Rate Optimization: Strategies for Success

Mastering Cross-Channel Measurement: Strategies for Effective Marketing Analytics

Mastering Cross-Platform Attribution: Strategies for Accurate Marketing Insights

How to use MMM to increase your Marketing ROI

Case Study: How to increase +13% in conversions using the same budget with Cassandra

Cassandra.app, the AI-driven startup enhancing advertising strategies, secures €2 million in funding

Diminishing returns for Dummies

Diminishing returns for Dummies

Effective Strategies for Marketing Budget Planning in 2026

Free Marketing Mix Modeling Software: An Introduction to Cassandra

Future of Measurement: Triangulating MTA, MMM and Incrementality testing

Harnessing Predictive Analytics in Marketing for Enhanced Customer Engagement

Harnessing Predictive Analytics in Marketing: Strategies for Success

How does Google Analytics tracking work and why it will become worse over time

How to Automate Marketing Mix Modeling with an Automated MMM Data Feed ft Two Minute Reports

How to integrate Marketing Mix Modeling, Incrementality testing and attributions to scientifically measure your marketing mix daily

How to make Marketing Mix Modeling accessible by everybody – Measure Up Podcast

How to Marketing Mix Modeling (MMM) with EXCEL — Intro

5 Metrics to Assess Accuracy in Marketing Mix Modeling

5 Proven Strategies for Conversion Rate Improvement in Your Online Business

A Deep Dive into the Algorithm behind Media Mix Modeling and Optimization

Achieving ROI Optimization through Data-Driven Marketing Mix Modeling

Adstock for dummies, here is a complete guide for MMM

Analyzing the Latest Test Group Results: Key Findings and Insights

Automating Budget Allocation for Predictable Sales Outcomes

Bypassing Cookies Restrictions through Marketing Mix Modeling