If your measurement gives you three answers… it’s protecting someone. It’s not protecting revenue. Attribution says one thing. Incrementality says another. MMM has its own carefully formatted opinion. And suddenly everyone needs “more data” before making a decision. Measurement has one job: Tell you where the next dollar goes. If your reporting can’t confidently answer scale, cut, or test without a preamble, it’s not insight. It’s insulation. This week’s Digital Update breaks it down properly —
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