Articles
Real Intelligence for Real Growth
Actionable analysis and sharp perspectives on incrementality, marketing measurement, and AI-powered growth—from the team reshaping how marketing decisions get made.
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Agencies
AI Marketing Agents
Budget Allocation
Channel ROI
Creative Strategy
Incrementality Testing
C-Suite Strategy
Measurement Blind Spots
Marketing Mix Modeling
Competitive Intelligence
Your CFO Is About to Ask You a Question You Can't Answer
Peter Grafe
Your CFO Is About to Ask You a Question You Can't Answer
A VP of Marketing's guide to running incrementality tests in under 30 minutes using Claude and the BlueAlpha incrementality MCP. The $50K-75K measurement scoping engagement that used to take six weeks now fits into a coffee break - for $20 a month and one CSV. Here's why it works, what it means for your team, and how to get set up before Friday.
C-Suite Strategy
AI Marketing Agents
AI Marketing Automation for Google Ads and Meta Ads with Claude
Peter Grafe
AI Marketing Automation for Google Ads and Meta Ads with Claude
Claude connects to Google Ads and Meta Ads live via MCP. 40+ AI skills run diagnostics, detect creative fatigue, optimize budgets, and write reports.
AI Marketing Agents
The CMO's Guide to Turning a Lean Team Into an AI Performance Machine
Peter Grafe
The CMO's Guide to Turning a Lean Team Into an AI Performance Machine
Give every team member the analytical firepower of a senior strategist. AI skills that handle diagnostics, budget modeling, and reporting across ad platforms.
C-Suite Strategy
AI Marketing Agents
The Hard Truth About MMM and Incrementality
Peter Grafe
The Hard Truth About MMM and Incrementality
MMM and incrementality testing can't tell you what to do next. Learn why measurement without orchestration leaves money on the table.
Marketing Mix Modeling
Incrementality Testing
Marketing Measurement: What Growth-Focused CMOs Need to Know in 2026
Matthias Stepancich
Marketing Measurement: What Growth-Focused CMOs Need to Know in 2026
Essential marketing measurement strategies and advanced techniques for growth-focused CMOs navigating the evolving landscape in 2026.
Marketing Mix Modeling
C-Suite Strategy
What Every CMO Must Know Before Investing in a Marketing Mix Model
Peter Grafe
What Every CMO Must Know Before Investing in a Marketing Mix Model
Essential insights for CMOs considering MMM investment, including Bayesian approaches, incrementality testing, and avoiding common implementation pitfalls.
Marketing Mix Modeling
C-Suite Strategy
Why You Still Shouldn't Fully Trust PMax
Matthias Stepancich
Why You Still Shouldn't Fully Trust PMax
Critical analysis of Google Performance Max limitations and why marketers need independent measurement beyond platform-reported metrics.
Measurement Blind Spots
The CMO's Guide to Channel Marketing Optimization
Matthias Stepancich
The CMO's Guide to Channel Marketing Optimization
Channel marketing optimization is the disciplined practice of managing every paid, owned, and earned touchpoint as a single, dynamic portfolio.
C-Suite Strategy
Channel ROI
The Future of Black Friday in an Agentic E-Commerce World
Peter Grafe
The Future of Black Friday in an Agentic E-Commerce World
AI agents will soon do your Black Friday shopping. Learn how brands must shift from winning keywords to winning prompts—and why measurement matters more than ever.
AI Marketing Agents
Does Google's AI Max Serve Marketers or Shareholders?
Matthias Stepancich
Does Google's AI Max Serve Marketers or Shareholders?
The CMO brief on AI Max: what actually changes, what breaks, and how to measure incremental profit before scaling.
Measurement Blind Spots
Solving Marketing Attribution Challenges in D2C: Lessons and Strategies for True Impact
Matthias Stepancich
Solving Marketing Attribution Challenges in D2C: Lessons and Strategies for True Impact
Learn how to overcome attribution challenges in D2C marketing with MMM and incrementality testing for optimal budget allocation.
Channel ROI
Measurement Blind Spots
How to Measure the ROI of Reddit Ads
Matthias Stepancich
How to Measure the ROI of Reddit Ads
Comprehensive guide to measuring Reddit advertising effectiveness and ROI with advanced tracking and analytics techniques.
Channel ROI
Multi-Touch Attribution Can Kill Your Marketing Strategy
Matthias Stepancich
Multi-Touch Attribution Can Kill Your Marketing Strategy
If DDA made you confident, read this. MTA still distorts budgets without MMM and causal tests. Replace attribution theater with evidence: DDA for patterns, MMM for budget, incrementality for proof.
Measurement Blind Spots
How to Measure Affiliate Marketing: A Complete Guide
Matthias Stepancich
How to Measure Affiliate Marketing: A Complete Guide
Master affiliate marketing measurement with proven metrics, incrementality testing, and MMM strategies to identify partners that truly drive growth
Channel ROI
MER vs. ROAS: Why ROAS Is Misleading
Matthias Stepancich
MER vs. ROAS: Why ROAS Is Misleading
Understand why ROAS can mislead marketing decisions and how Media Efficiency Ratio (MER) provides better campaign evaluation insights.
Measurement Blind Spots
Marketing Mix Modeling
An Actionable Guide to Media Effectiveness for CMOs and CFOs
Matthias Stepancich
An Actionable Guide to Media Effectiveness for CMOs and CFOs
Practical strategies for CMOs and CFOs to measure media effectiveness, optimize spending, and drive measurable business growth together.
C-Suite Strategy
Does Your Business Need Matched Market Testing?
Peter Grafe
Does Your Business Need Matched Market Testing?
Determine if matched market testing is right for your business with practical guidance on implementation and measurement strategies.
Incrementality Testing
How to Implement Incrementality Testing in Marketing
Peter Grafe
How to Implement Incrementality Testing in Marketing
Complete guide to implementing incrementality testing correctly, avoiding common pitfalls, and building data-driven marketing strategies.
Incrementality Testing
The Best MMM Software for Mid-Market Brands
Matthias Stepancich
The Best MMM Software for Mid-Market Brands
Comprehensive comparison of Marketing Mix Modeling software solutions tailored for mid-market brands and their specific measurement needs.
Marketing Mix Modeling
How to Measure Brand Campaign Success
Matthias Stepancich
How to Measure Brand Campaign Success
Comprehensive guide to measuring brand campaign effectiveness with advanced analytics, MMM, and incrementality testing for sustainable growth.
Channel ROI
The COO's Guide to Marketing Operations Success
Matthias Stepancich
The COO's Guide to Marketing Operations Success
Transform marketing into a scalable growth engine with advanced measurement techniques that drive operational efficiency and cross-departmental alignment.
C-Suite Strategy
Why CFOs Need to Partner with CMOs to Reduce Waste in Marketing Spend
Matthias Stepancich
Why CFOs Need to Partner with CMOs to Reduce Waste in Marketing Spend
Discover how CFO-CMO partnerships reduce marketing waste through advanced measurement techniques like MMM and incrementality testing for better ROI.
C-Suite Strategy
The C-Suite Guide to AI Agents for Marketing
Matthias Stepancich
The C-Suite Guide to AI Agents for Marketing
Discover how AI agents transform marketing with autonomous workflows, real-time insights, and personalized customer experiences at scale
AI Marketing Agents
C-Suite Strategy
Why Your Marketing Agency Needs MMM and Incrementality Testing
Matthias Stepancich
Why Your Marketing Agency Needs MMM and Incrementality Testing
Strategic guide for marketing agencies to differentiate with MMM and incrementality testing, delivering superior client value and results.
Agencies
Marketing Mix Modeling
How to Differentiate and Get More Clients for Your Digital Marketing Agency
Matthias Stepancich
How to Differentiate and Get More Clients for Your Digital Marketing Agency
Strategic approaches for digital marketing agencies to stand out from competition and acquire high-value clients with advanced measurement capabilities.
Agencies
What Does 'Incremental' Mean in Marketing (and Why Should You Care)?
Peter Grafe
What Does 'Incremental' Mean in Marketing (and Why Should You Care)?
Understand the concept of incremental marketing, its importance for measurement accuracy, and how it transforms marketing decision-making.
Incrementality Testing
Why a CDP Is Not the Solution You Need Right Now
Matthias Stepancich
Why a CDP Is Not the Solution You Need Right Now
Critical analysis of Customer Data Platforms limitations and why alternative solutions may better address your current marketing needs.
Measurement Blind Spots
What Is Media Mix Modeling (MMM)?
Peter Grafe
What Is Media Mix Modeling (MMM)?
Complete introduction to Media Mix Modeling fundamentals, benefits, and implementation strategies for competitive marketing advantage.
Marketing Mix Modeling
How to Solve the Issues Plaguing the CFO-CMO Relationship
Peter Grafe
How to Solve the Issues Plaguing the CFO-CMO Relationship
Address common CFO-CMO relationship challenges through improved communication, measurement techniques, and strategic alignment for better business outcomes.
C-Suite Strategy
Why Google Abandoned the Cookie Phaseout, and What Changes for Your Marketing Strategy
Matthias Stepancich
Why Google Abandoned the Cookie Phaseout, and What Changes for Your Marketing Strategy
Understand the implications of Google's cookie phaseout reversal and how to adapt your marketing strategy for the evolving privacy landscape.
Measurement Blind Spots
