Our Belief
Modern marketing measurement doesn’t have a single source of truth; it requires integrating multiple methodologies, each serving a distinct purpose.
For years, attribution was treated as the complete picture of marketing performance. Changes in privacy regulations (e.g., GDPR) and corporate policies (such as Apple’s iOS privacy updates) have exposed the limitations of this approach: attribution only captures a fraction of real customer journeys and systematically overcredits last-touch channels.
The solution isn’t abandoning attribution; it’s recognizing that attribution handles daily optimization, statistical modeling (such as MMM) reveals strategic insights, and experimentation (incrementality testing) proves causal impact. Each methodology addresses the others’ blind spots.
Twigeo’s Integrated Measurement Framework (Measurement 360) unifies these components into a single system that helps answer the most common questions our clients ask—from the VP of Growth to the CMO to the CFO. By combining attribution for operational reporting, MMM for strategic planning, and incrementality for validation, we deliver the most capital-efficient growth marketing programs for our clients.
Our method
Measurement 360
At Twigeo, we build measurement stacks around three pillars: attribution, modeling, and experiments. Think of them as overlapping circles in a Venn diagram. Each is strong on its own, but together they unlock what we call 360 Measurement.
Attribution – fast, tactical insight
We help you set up tracking correctly, clean up your naming conventions, and connect the right conversions. Then we aggregate and visualize everything in our Sigma dashboards so your team has one clear source of truth.
Attribution shines when:
- You need speed – reporting is close to real time.
- You want to compare creatives, audiences, and tactics within a channel.
- You’re optimizing day-to-day execution.
The limitation: attribution is weak at comparing channels to each other, and it usually underestimates the true value of some channels.
Modeling – strategic, cross-channel view
Statistical models such as Marketing Mix Modeling (MMM) pull everything together at a higher level. We combine media, business outcomes, and external factors to estimate the impact of each channel over time.
Modeling shines when:
- You want a holistic view across all channels and markets.
- You need to understand the long-term impact of marketing.
- You want scenario planning and budget allocation guidance.
The limitation: models take time to build and update, and they estimate impact rather than measure true incrementality.
Experiments – the accuracy anchor
Experiments, such as our GeoLift studies, are the most accurate way to measure the actual incremental value of a channel, tactic, or market. We design, run, and analyze geo and audience tests that answer very direct questions like “What is the true lift from TikTok in Germany?”
Experiments shine when:
- You need hard evidence of incremental impact.
- You are deciding whether to enter, scale, or cut a channel.
- You want to validate or challenge what attribution and modeling are telling you.
The limitation: experiments take planning and cannot run everywhere at once.
How they work together
Attribution + Modeling
An advertiser that uses both attribution and modeling gets a wide, always-on view. Attribution provides fast, somewhat noisy signals across all channels. Modeling cleans that up into strategic guidance a few times per year. Good, but not perfect.
Add Experiments
When you add experiments, you introduce a truth anchor. Results from GeoLift and other tests can:
- Calibrate and improve your MMM so the model reflects reality better.
- Be applied as correction factors on top of your attribution data.
For example, if an experiment shows that TikTok drives 50 percent more value than reported in Ads Manager, you can apply a 1.5x factor to that channel in your dashboards. You keep the real-time benefits of attribution while bringing the accuracy of experiments into everyday decisions.
360 Measurement
When attribution, modeling and experiments overlap, you get 360 Measurement:
- Fast enough for daily optimisation.
- Broad enough for board-level decisions.
- Grounded in real, incremental impact.
Not many advertisers have this in place. Our role at Twigeo is to help you get there, one step at a time, and make sure every new campaign, test or model you run actually increases your confidence in what to do next.
