## Introduction

Marketing measurement is complex - no single method can provide a complete picture. While some approaches excel at accuracy (incrementality), others at granularity (user-level attribution) or scale (Marketing Mix Modeling). The best solution is to combine multiple approaches, often called "triangulation" in marketing measurement.

### Why Triangulation?

Different measurement approaches have complementary strengths:

- **Marketing Mix Model**: Scalable incrementality measurement across all channels
- **Incrementality Testing**: Gold standard for validating true incremental impact
- **User-level Attribution**: Granular insights for campaign optimization

## The Maxma Advantage

### Enabling Ongoing Incrementality-based Decision-making

Most measurement platforms rely on tracking-based attribution, which is increasingly limited by privacy restrictions. Some offer Marketing Mix Modeling (MMM) and Incrementality Testing, but their insights are often too high-level and infrequent to drive real action.

At Maxma, we’ve redefined Marketing Mix Modeling (MMM) with our proprietary [Ongoing MMM](/content/docs/marketing-mix-model/index.html) algorithm. It serves as the backbone of our measurement system, providing **continous, incrementality-based measurement across all channels**. Our [Incrementality Testing](/content/docs/incrementality-test/index.html) is built for scalability and accessibility. With these innovations, marketers can finally optimize based on true incremental value of different marketing levers in their ongoing decision-making and grow faster like the best.

### Most Other Solutions

AdCampaignTacticChannel

YearlyMonthlyWeeklyDaily

MMM

Attribution

Incrementality Testing

### Maxma Solution

AdCampaignTacticChannel

YearlyMonthlyWeeklyDaily

Ongoing MMM

Attribution (Coming Soon)

Incrementality Testing

- _Measurement Method Coverage based on frequency and granularity of marketing decisions_

### Integrated Measurement Framework

We integrate multiple measurement methodologies to provide a complete view of marketing performance:

- **Incrementality Testing**: The gold standard for validation, used when available to calibrate other methods
- **Ongoing Marketing Mix Modeling**: Provides ongoing incrementality measurement across channels and tactics
- **Calibrated Attribution (coming soon)**: Calibrated by incrementality factors, delivers granular optimization signals for campaign, adset, and ad decisions

The measurement field has high level consensus on the need for a system of measurement that combines multiple approaches such as MMM, Incrementality Testing, and Attribution. The challenge is how to implement this in a way that is scalable and seamless, easy-to-use, and provides actionable insights. That what Maxma is trying to solve with a scalable software and AI-powered platform.

Incrementality Testing

Gold standard validation

Marketing Mix Modeling

Ongoing incrementality measurement

Attribution

Granular optimization signals

Calibrates

Guides

Maxma's Integrated Measurement Framework

## Getting Started

1. Start with one of [Ongoing Marketing Mix Model](/content/docs/marketing-mix-model/index.html), [Incrementality Tests](/content/docs/incrementality-test/index.html), or Attribution (coming soon)
2. Extend to other measurement approaches as needed when you are ready toward the integrated system

Roadmap

We're building native integrations between all measurement approaches to create a unified, seamless system. Stay tuned for updates!