Under the lid with Lifesight
October 2024
Welcome to our 4 part series on how causal attribution is shaping performance marketing.
Enter causal attribution – it’s not just about crunching numbers but uncovering the "why" behind the data. Our Director of Performance Media, Fahmi Mohammed, teamed up with Lifesight's Co-Founder, Rajeev Nair, to explore how causal attribution can reveal the true impact of your marketing efforts. No more vague reports—now it's all about measuring incremental revenue and understanding the real effect of every decision, past, present, and future.
Part 1 - Introduction to causal attribution
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Traditional data modelling often misses the mark when it comes to understanding complex relationships. That’s where causal attribution steps in. Instead of just analysing past data, it digs into the ‘why’ behind it, revealing the real impact of marketing on outcomes like revenue. It’s like running a science experiment – using methods like marketing mix modelling (MMM) and controlled tests to uncover true cause-and-effect, not just correlations. This gives brands actionable insights, helping them measure incremental revenue and make smarter, data-driven decisions.
Stay tuned for part 2 coming soon.
