Our Methodology
At fusepoint, every solution is custom-built. We don’t just hand you a dashboard, we embed marketing scientists into your team, delivering hands-on consultation and strategy built around your brand’s goals, data, and internal dynamics.
OUR PHILOSOPHY
Beliefs That Guide Our Work
Attribution Can’t See What Works
Top-of-funnel is under-credited. Retargeting is overvalued. We fix that by testing model-driven hypotheses with actional geo-experiments.
Data Science Fills Gaps Left by Attribution
We use MMM + Incrementality Testing, not cookies and clicks, to calculate true marketing lift with statistical confidence.
You Can’t Optimize What You Can’t Trust
Our feedback loop keeps improving your strategy with every new test, unlocking marketing ROI that traditional measurement misses.
Expert Interpretation > Dashboards
With fusepoint, you get seasoned strategists—not just another tool to learn. We walk with you from data to decision.
The fusepoint Feedback Loop
1
Model (MMM)
Build statistical baseline using 18+ months of historical geo-level data.
2
Strategic Media Planning
Construct a human led strategic media plan tailored to your customer, budget, and business context – guiding a smart, scalable testing roadmap.
3
Incrementality Testing
Validate results with real-world experiments that deliver statistical confidence.
4
Refine
Feed new results back into the model as priors for continuous improvement.
5
Optimize
Make sharper media, creative, and audience decisions based on validated data.
This feedback loop outperforms static attribution tools and unlocks an average of 22% faster revenue growth for our clients.
Measurement that Drives Momentum
MMM gives you the big picture. Incrementality Testing validates and refines. Together, they create a powerful feedback loop that continuously improves accuracy, powering intelligent strategy, sharper media decisions, and faster growth.
This integrated approach:
- Validates forecasts with real-world data.
- Calibrates models with experimental results.
- Addresses both strategic and tactical needs.
- Adapts quickly to market changes.
MMM
fusepoint runs dozens of ML-enabled marketing mix modeling (MMM) per brand to find the most accurate, robust, and predictable model for your business.
we build custom ML-based models for each client and pick the winner
Incrementality
Our proprietary geo matching algorithm reduces risk, increases agility, and improves statistical significance all while making it easy to understand.
we've done hundreds of incrementality tests for the world's leading brands
RESULTS
The result? Marketing decisions you can trust, driving faster growth and higher ROI than either approach could deliver alone.
Custom Marketing Mix Modeling
We use advanced MMM to analyze aggregate, anonymized data relevant to your business success.
Marketing Mix Modeling
How it works:
- We ingest 24+ months of geo-level data across platforms.
- We isolate each channel’s impact on your revenue and iROAS efficiency.
- We simulate budget shifts using optimization scenarios.
- We isolate each tactic’s (paid and organic) impact on your revenue and incrementality.
- We identify exactly what’s scaling profitably—and what’s not.
Most MMM tools stop at the model.
We go further—calibrating models with real-world experiments, refining them continuously, and delivering insights you can actually act on.
Incrementality Testing
We validate and calibrate our models using real-world geo-experiments.
Incrementality
Two types of tests we deploy:
- Holdout Tests – Turn media off in test markets and compare to control markets.
- Growth Tests – Increase spend in a test market and observe the lift compared to control.
- Media Mix Tests – Shift entire media strategy in certain markets to observe the performance impact.
We use synthetic controls and the tidysynth R package to ensure our test/control pairs are statistically reliable.
Every test is validated with confidence intervals and causal impact models, so you’re not flying blind.
Our methodology delivers 95%+ statistical confidence when identifying true incrementality.
Measurement Tailored to Your Business
Our approach adapts to your unique business model:
D2C + Amazon
We measure each revenue stream separately to prevent diluted insights and understand the halo-effect of media across your digital channels.
Retail
Specialized models that connect digital marketing to in-store sales velocity.
B2B
Custom approaches for longer sales cycles and account-based marketing.
Service Business
Tailored measurement for lead-based conversions and local markets.
Your measurement strategy evolves with your business, delivering continuous insight through all stages of growth.
Your Path Forward
We establish a clear roadmap to transform your marketing measurement:
Month 1
Data integration and initial model development
Months 2-3
First insights and priority channel testing
Months 4-6
Tactical optimization based on validated learnings
Ongoing
Continuous refinement and expanded testing
At fusepoint, our methodology doesn’t end with measurement, it ends with momentum. By closing the loop between modeling, testing, and optimization, we turn insights into action and action into advantage. That’s how we help clients grow 22% faster.
Check out our Case Studies!
Ready to level up your intelligence?