Faherty

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.

A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Call it what you want, the problem of channel-based incremental testing is important. Measured raised $21 million last week, as it expands in the post-attribution attribution category, alongside other startups like Triple Whale, which raised $24 million a month ago, and Northbeam.