WHICH MARKETING METRIC SHOULD YOU ACTUALLY TRUST?

Summary from the TLDR Marketing newsletter

Stop looking for one measurement source of truth and instead assign each method a specific decision. MMM should guide strategic budget allocation, incrementality should test whether campaigns create causal lift, and attribution and platform data should support day-to-day optimization. Conflicting results should trigger investigation rather than averaging the numbers, since gaps can reveal flawed assumptions or show that a channel captures existing demand rather than creates new demand. The strongest approach creates a feedback loop where MMM identifies opportunities, experiments test them, and the resulting evidence improves future planning and execution.