Every marketing measurement strategy comes with a cost. Whether you’re running incrementality tests, MMMs, or lift studies — there’s always a tradeoff. Andrew Covato calls this the “measurement tax” — a concept he shared in our Recast Marketing Measurement Coffee Break. This tax comes in two forms: explicit and implicit. … Why Marketing Measurement Always Comes with a “Tax” and How to Pay It Smartly Read More » The post Why Marketing Measurement Always Comes with a “Tax...
