Why Does Attribution Suck So Much?
The numbers don't add up. The models assume physics that can't happen. And everybody's too busy fighting over credit to ask what actually happened.
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Where Your Ads Stop Working: Finding the Dead Zones
Your media is running everywhere. But in some zip codes, nobody responds. Those Dead Zones are where spend stops producing and opportunity starts.
TV Incrementality at the DMA Level: What Geo-Based Lift Actually Looks Like
Most incrementality tests measure nationally and hope for the best. Here's what changes at the DMA level with real geographic precision.
Your Google Ads Algorithm Is Only as Smart as the Data You Feed It
Most advertisers send Google a pixel fire. Google optimizes for pixel fires. If you want it to optimize for revenue, you have to feed it revenue.
The Full Journey: TV Ad → Google Search → Website → Phone Call → Revenue
Google doesn't motivate a search. It enables it. The journey starts somewhere else — a TV ad, a radio spot, a billboard. Here's how to trace the entire chain.
The Measurement Problem Isn't AI — It's Physics
Everyone's racing to fix measurement with AI. But the models assume something physically impossible: that humans respond to ads in zero seconds.
Why Does Attribution Suck So Much?
The numbers don't add up. The models assume physics that can't happen. And everybody's too busy fighting over credit to ask what actually happened.
Why We're Building the IDE at NEXT90
Two people. Two decades. Two sides of the table. One conclusion: measurement should represent reality, not justify decisions. Why we built the IDE.