Marketing Measurement Models (MMM), Multi-Touch Attribution (MTA), and Incrementality Testing are critical tools for brands that want to understand the true impact of their marketing efforts. These methodologies provide the foundation for a data-driven approach to growth, helping companies allocate their budgets more effectively and optimize performance across multiple channels. However, managing these complex systems in-house often becomes overwhelming. That’s where a third-party growth consultant comes into play—acting as a vital superconnector between the raw data, actionable insights, and impactful business decisions.
Here’s why you need a Growth Consultant or Growth Operator to navigate this increasingly complex stack.
1. The Power of a Superconnector
At its core, the role of a growth consultant is to serve as a superconnector between the different data points, insights, and actions required for optimal marketing performance. They bridge the gap between internal teams, external measurement tools, and business goals.
You’re dealing with data from multiple sources: Google Analytics, ad platforms, CRM systems, and internal business intelligence tools. While these tools generate valuable insights, they often function in silos. Without an expert who can connect the dots, you risk leaving valuable insights untapped. A growth consultant leverages MMM, MTA, and Incrementality Testing to ensure your entire stack is working cohesively, so you get the most out of every data point and every dollar spent.
Why this matters: A growth consultant’s role extends beyond data collection—they focus on triangulating the insights from various platforms with your internal data. They have the ability to critically interpret the results, turning complex metrics into actionable strategies that lead to real growth.
2. Triangulating Insights for a Holistic View
When working with multiple measurement platforms, it’s easy to get lost in the sea of dashboards, reports, and attribution models. Each platform has its own interpretation of performance, leaving marketers in a constant state of guessing which is most accurate.
A Growth Operator steps in to triangulate these insights, combining data from MMM, MTA, and Incrementality Testing. This triangulation helps to validate the results from each platform and presents a unified, trustworthy picture of what’s working and what isn’t. More importantly, it reveals where opportunities exist for future growth.
Why this matters: You’re not just looking for answers—you need someone who can ask the right questions, identify gaps, and use the available data to push your marketing program forward. This ensures your investment in MMM, MTA, and Incrementality Testing translates into measurable growth, not just more complex reports.
3. Connecting Data to Actionable Results
The true value of MMM, MTA, and Incrementality Testing lies in their ability to inform future actions. A third-party consultant helps bridge the knowledge gap between raw data and marketing execution. They understand not only how to interpret the data but also how to transform those insights into practical steps—whether that’s reallocating budget, refining creative strategies, or launching new experiments.
A Growth Operator focuses on turning your data into fuel for future campaigns. Rather than stopping at the insights phase, they build a roadmap that shows how to operationalize your data, test new hypotheses, and generate ongoing improvements. This continuous loop of experimentation and feedback makes your marketing efforts more agile and responsive to real-time data.
Why this matters: In-house teams can sometimes struggle to connect analytics to real-world marketing decisions. Growth Operators, however, ensure that every piece of data serves a purpose and drives results. This translates into smarter decisions, faster optimization, and ultimately, better performance across the board.
4. Keeping Your Team Focused on What Matters
Managing a stack that includes MMM, MTA, and Incrementality Testing requires specialized knowledge across multiple domains—data science, marketing, creative, and analytics. Even the most seasoned in-house teams may find themselves spread too thin, trying to juggle day-to-day operations with the advanced technicalities of these models.
A third-party growth consultant takes this burden off your team. By acting as the strategic orchestrator, they help streamline the process, allowing your in-house team to focus on their core strengths. This not only boosts efficiency but also creates room for creative, high-level thinking without getting bogged down in the nitty-gritty of attribution models and data pipelines.
Why this matters: Growth consultants ensure your marketing efforts stay laser-focused on driving results. By offloading the complexities of managing MMM, MTA, and Incrementality Testing to a dedicated expert, you free up your internal team to focus on what they do best—building your brand and engaging customers.
5. Maximizing Your ROI Across All Channels
At the heart of every marketing strategy is the desire to maximize ROI. Without clear visibility into what’s working, how much to invest, and where to pivot, brands risk inefficient spending. Growth Operators not only provide insights but also a structured approach to incrementality testing and attribution that ensures your media spend is optimized for maximum return.
By working with a third-party consultant, you get someone who can look at the bigger picture, make sense of the data, and recommend changes that lead to measurable improvements. Whether it’s adjusting media spend or optimizing the customer journey, a growth consultant will ensure your dollars are working as hard as possible.
Why this matters: With the ever-increasing pressure on marketing budgets, the ability to measure, analyze, and adjust is critical. Growth consultants don’t just optimize for today—they ensure your marketing strategy is built to last, adjusting based on real-time data and changing market conditions.
Conclusion: Why a Growth Consultant is Your Secret Weapon
In a world where data is everywhere but actionable insights are hard to come by, a third-party growth consultant is your secret weapon. They ensure your MMM, MTA, and Incrementality Testing stack works seamlessly, providing the insights you need to stay competitive. More than that, they help operationalize those insights into strategies and experiments that drive sustained growth.
Ready to get more out of your marketing stack?
Reach out to us at hi@experimentdriven.expert and discover how our Growth Operators can help you turn data into action and experiments into growth.