About Marketing Triangulation
This site exists because marketing measurement is genuinely hard, and most of the content on the internet makes it sound easier than it is, or sells you a single solution to a multi-faceted problem.
Every vendor in this space has an interest in making their measurement approach look definitive. Attribution platforms want you to believe that their model is the right one. MMM vendors want you to believe that statistical modeling is all you need. Experimentation platforms want you to think that lift testing is the answer to everything.
The truth is that each of these methods has real strengths and real blind spots. The right approach is to use them in combination, to triangulate, in the same way that navigators use multiple reference points to find their exact position.
What we cover
Marketing Triangulation is an independent editorial resource. We cover media mix modeling (MMM), incrementality testing, and attribution, and how to use them together to understand what’s actually driving your business results.
We don’t take advertising. We don’t take commissions on tools we recommend. We don’t have sponsors. When we write about a platform, it’s because it’s genuinely relevant to the topic at hand.
Who this is for
If you’re spending more than $50,000 per month on ads and making decisions based on platform reporting alone, this site is for you.
The audience we’re writing for includes: marketing directors and CMOs trying to understand whether their measurement stack is trustworthy; performance marketers who are running into the limits of last-click attribution; data analysts building measurement infrastructure for their teams; and anyone who has ever looked at their platform ROAS and wondered whether the number is real.
A note on the writing
We aim to write the way a senior practitioner would explain something to a smart colleague, directly, with specific examples, without softening the parts that are actually complicated. If something is uncertain or contested in the field, we’ll say so.
If you spot something that’s wrong or incomplete, or if there’s a topic you’d like to see covered, the best way to reach us is via the newsletter.
Marketing Triangulation is a project by Pennock Performance, a marketing consultancy specialising in performance measurement and attribution strategy.