What I learned about measurement from 3 industry veterans (and why you should stop multiplying ROI by 3)
A few weeks ago, we hosted a measurement roundtable at Ballpoint HQ.
We had three speakers:
Rich Cousins – director growth at Thriva, for whom we’ve worked on an MMM and various lift study experiments
Sameer Modha – ex-Google, now helping provide measurement chops to telly ads
Franky Athill – startup veteran CMO, and founder of Attribution Lab.
It was a one…
