This is why @bluealphalabs.bsky.social exists.

We bridge the gap from "here's your marginal ROI curve" to "pause campaign X, scale campaign Y by 25%, test Z creative."

Weekly. Automatically. At the campaign level.

Because measurement without action is wasted effort.

The truth vendors won't tell you:

The model sophistication doesn't matter if you can't answer:
- What do I do Monday morning?
- Which campaign do I pause?
- Where do I reallocate budget TODAY?

Insights without action = expensive decoration.

Here's what kills most MMM investments:

Teams get lost between steps 4 and 5.

They see curves and calculations but can't translate to "move $50k from Google to TikTok by Friday."

That gap? That's where value dies.

5/ SCENARIO PLANNING
The "what-if" machine:

- Same spend, better mix = free money
- Less spend, same results = efficiency wins
- More spend, projected returns = growth plays

These scenarios are where insights become decisions.

4/ MARGINAL ROIs
"Diminishing returns curves"

Translation: Your NEXT dollar won't perform like your average dollar.

That 3.0x Meta ROI? Your next $100k might only return 1.5x.

This is where optimization actually happens.

3/ AVERAGE ROIs
"Total contribution by channel"

Translation: If you spent $1M on Meta and it drove $3M in sales, your average ROI is 3.0x.

Useful for historical performance, dangerous for future planning (because of #4...)

2/ MODEL VALIDATION
"Look at our statistical fits"

Translation: We're proving the model actually works by showing predicted vs actual results.

If R² < 0.8, be skeptical. But this still isn't where the value is.

1/ DATA AUDIT
"Here's what we collected"

Translation: We grabbed your spend data, sales data, and external factors (weather, seasonality, competition).

This just proves we have the ingredients. Not exciting, but necessary.

Every MMM presentation follows the same menu, but nobody explains it simply.

Here's what you're actually getting (in plain English):

🧵👇

Watch our full conversation with Neal: www.youtube.com/watch?v=-Swk...

Watch our full conversation with Neal: www.youtube.com/watch?v=-Swk...

Watch our full conversation with Neal: www.youtube.com/watch?v=-Swk...

Watch the full version: www.youtube.com/watch?v=-Swk...

Full interview with EJ: www.youtube.com/watch?v=3L3F...