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Module 5

Measurement

Evidence that survives scrutiny.

5 lessons · 52 min

  1. 21

    Measure the whole funnel

    Use metrics as a chain of evidence, not isolated scores.

    11 min · 2 questions

  2. 22

    Attribution models and their lies

    Every model is a rule for assigning credit, and every rule is wrong somewhere.

    11 min · 2 questions

  3. 23

    Incrementality: what advertising actually caused

    The only measurement that answers the question everyone is really asking.

    11 min · 2 questions

  4. 24

    Measuring brand campaigns

    Evidence for work that does not convert this week.

    10 min · 2 questions

  5. 25

    Write the measurement plan first

    Decide what would count as proof before the data arrives.

    9 min · 2 questions