Your MMM can be the most advanced model ever built.

But if it doesn't connect to driving business value?

"It's just another piece of tech that a brand has bought"

BCG Partner Neal Rich on the missing link in marketing measurement 👇

Why most #CMOs fail to prove #ROI:

They show finance their numbers AFTER building them.

Smart CMOs? They get finance to bless the methodology FIRST.

BCG's Neal Rich breaks down the meeting that changes everything.

Marketing in 2025:

❌ "We need better attribution!"
❌ "Should we use MMM or MTA?"
❌ "Let's find the magic model!"

✅ Build a measurement toolbox
✅ Align with finance first
✅ Focus on insights → action

BCG's Neal Rich drops truth bombs 💣

Tired of juggling endless marketing data sources?
Learn how AI agents can revolutionize this, turning a wealth of fragmented data into clear, actionable insights so you know what's happening and what to do next.

#MarketingInsights #AImarketing #BlueAlpha #AI #AIagents

Stop grading your own homework.

In this short, Neal Rich (Partner & Director, Marketing at BCG) shows why measurement breaks and how CMO + CFO alignment makes the numbers credible.

#AI #MarketingMeasurement #CMO #CFO #BlueAlpha

"The ultimate performance Experiment is the holdout test."

Discover how BlueAlpha automates geo holdouts (matched DMAs, budget & timeline, stat-validated lift) so you can scale with confidence.

#Incrementality #IncrementalityTesting #Growth #MarketingSuccess

Most marketers obsess over signup volume.
Smart ones optimize for revenue quality.
We asked former beehiiv's Head of Growth to break down the budget allocation framework that actually moves the needle 👇

(Spoiler: it's not about the channel driving the most signups)

Stop optimizing for vanity metrics.
If you're getting 8X ROAS, you're leaving money on the table. Those returns exist because you're playing it safe with tiny budgets.
Scale up and watch your precious ROAS crumble - but your actual revenue grow.

Marketing's biggest blind spot? The revenue hiding behind 'brand awareness', often dismissed as 'unmeasurable'.

With BlueAlpha, you can skip the months-long guessing game. Our MMM shows skeptical marketers and finance leaders their brand campaigns' impact in real revenue numbers.

One of the biggest lessons for performance marketers: don't underestimate the power of brand and the holistic impact it has. Nobody wakes up dreaming about your website URL.
BlueAlpha's MMM reveals how much revenue your brand campaigns actually generate (spoiler: it's huge).

The brand vs performance debate is dead, and we killed it. With BlueAlpha, you can finally prove marketing tactics like OOH campaigns drive both awareness AND conversions. The modeling isn't new - making it accessible to fast-moving teams is.

When CFOs question brand spend, use Marketing Mix Modeling + incrementality tests to turn "trust me" into "here's the proof".
Stop losing attribution to direct/organic.