Growth Academy
Matched Market Testing (MMT) uses a robust statistical framework to measure the true causal impact of marketing campaigns. By pairing markets based on historical performance and creating a synthetic control group, we can isolate the effect of a marketing intervention from natural market fluctuations
What is Matched Market Testing?
Matched Market Testing (MMT), also known as geo-testing, is a causal inference technique used to measure the incremental lift of a marketing campaign. We divide a set of geographic markets (e.g., DMAs, states) into two groups:
Test Markets: A group of markets where we apply a specific marketing treatment (e.g., increased ad spend, a new channel, or withheld spend).
Control Markets: A group of similar markets where we do not apply the treatment.
By comparing the performance of the test markets to the control markets during the campaign period, we can determine the marketing intervention’s causal effect, or lift.
Why MMT Matters for Your Business
Unlike platform attribution, which often overstates performance, MMT provides true incrementality measurement. This controlled experimental approach ensures you understand what revenue and conversions are actually driven by your marketing investments versus what would have happened naturally.
Explore Our Case Studies
Leaders & Executives
Chapter 1: Understanding MMT Test Types and When to Use Them
Learn the difference between holdout and growth tests, plus when each approach makes sense for your business goals.
Leaders & Executives
Chapter 2: MMT Investment Require ments and Budget Planning
Understand minimum spend thresholds, risk profiles, and what investment levels are needed for reliable results.
Leaders & Executives
Chapter 3: Reading and Acting on MMT Results
How to interpret confidence intervals, iROAS metrics, and make scaling decisions based on your test outcomes.
Leaders & Executives
Chapter 4: MMT Limitations and Alternative Approaches
When MMT isn't suitable and what measurement alternatives work better for specific situations.
Scientists & Analysts
Chapter 5: Market Selection and Synthetic Control Methods
Deep dive into statistical correlation analysis, synthetic control creation, and quality assurance metrics.
Scientists & Analysts
Chapter 6: Platform-Specific MMT Implementation
Technical considerations for Google Ads, Meta, and other platforms, including common pitfalls and solutions.
Scientists & Analysts
Chapter 7: Test Duration and Statistical Rigor
Guidelines for test length by campaign type, power analysis, and ensuring statistically valid results.
Scientists & Analysts
Chapter 8: Integrating MMT with Media Mix Modeling
How MMT enhances MMM accuracy through validation, calibration, and continuous improvement loops.
FAQ
What are business strategy courses and how are fusepoint’s programs different?
As brands evolve and the marketing landscape becomes more complex, leaders need deeper skills in measurement, experimentation, analytics, and strategic decision-making. The fusepoint Growth Academy was built to close that gap. Below, you’ll find answers to the most common questions about our business strategy courses, who they’re for, what you’ll learn, and how they help teams accelerate growth with clarity and confidence.
Traditional business strategy courses teach frameworks but rarely show you how to apply them in real operating environments. The fusepoint Growth Academy offers practical training rooted in real client work, ranging from media mix modeling (MMM) and matched market testing to customer research, growth modeling, data infrastructure and more.
Instead of textbook concepts, our courses focus on:
- How to build and interpret MMMs
- How to run and analyze incrementality experiments
- How to design a measurement roadmap
- How to connect marketing activity to P&L outcomes
- How to build scalable data systems that improve decision-making
Our academy teaches the same strategic frameworks our analysts and consultants use with enterprise, retail, and high-growth brands, giving teams modern strategic management skills, not recycled business school theory.
Who are your business strategy courses designed for?
fusepoint’s training programs are built for anyone responsible for making data-driven strategic decisions, including:
- Marketing leaders who need to prove impact, scale results, and connect strategy to revenue.
- Business executives looking for stronger decision frameworks across growth, budgeting, and operational strategy.
- Analytics teams who want advanced, practical applications of MMM, incrementality testing, forecasting, and causal analysis.
- Finance partners who need to understand how marketing affects margin, CAC, LTV, and long-term profitability.
- Channel and growth managers looking to improve optimization and creative decision-making.
- Agencies seeking to enhance their measurement sophistication to retain clients and justify their spending.
Whether you’re leading strategic planning, building models, or making go-to-market decisions, these courses help you upgrade your strategic thinking with modern measurement and analytics expertise.
What skills will I gain from these business strategy courses?
Every course is built to strengthen your ability to measure, analyze, and lead. Key skills include:
- Building and validating media mix models (MMM)
- Designing incrementality and causal impact tests
- Creating measurement frameworks for marketing and business decisions
- Building strategic forecasts using business analytics
- Understanding corporate strategy concepts through the lens of data
- Evaluating growth opportunities using structured strategic analysis
- Translating complex analytics into strategic recommendations, leadership will act on
- Prioritizing initiatives using demand, risk, and value models
You’ll walk away with strategic decision-making skills that directly influence budget allocation, growth strategy, and executive-level business planning.
Are these courses similar to those from executive education programs?
fusepoint’s programs deliver the rigor of executive education, but with a critical difference: every course is built around real, modern marketing and measurement complexity, not traditional case studies.
Where many business schools teach:
- Corporate strategy
- Operations and organizational management
- Abstract strategic frameworks
fusepoint teaches:
- How strategy changes in a digital, multi-channel environment
- How to quantify decisions using real analytics and causal inference
- How to use data science, marketing experimentation, and modeling to execute strategy
- How strategic management works inside businesses where marketing, finance, and analytics overlap
Our business strategy courses are essentially “the modern replacement” for traditional business school strategy programs, faster, more actionable, and focused on solving the problems companies actually face today.
How do your business strategy courses support career development?
These courses provide professionals with a competitive edge in roles where strategic thinking, analytics, and measurement are becoming increasingly mandatory. Learners gain skills that directly support career growth in:
- Business strategy
- Marketing leadership
- Growth and performance management
- Data and analytics
- Product management
Operations and revenue leadership
How hands-on are the courses? Will I build models and frameworks myself?
Yes. Every course is designed around practical application, not passive learning:
- Construct strategic plans using proprietary fusepoint frameworks
- Apply strategic thinking tools such as value mapping, prioritization matrices, and scenario planning
- Use business analytics to forecast revenue impacts and budget scenarios
You’re not just learning a strategy, you’re building the systems that enable it.
What types of business strategy topics are covered in the academy?
Courses span the full spectrum of modern strategy, including:
Measurement & Analytics
- Media mix modeling (beginner → advanced)
- Incrementality and causal impact modeling
- Attribution theory versus scientific measurement
- Customer lifetime value forecasting
- Budget optimization
Business Strategy & Growth
- Growth strategy development
- Competitive strategy and differentiation
- Strategic planning and prioritization
- Revenue modeling and financial interpretation
- Organizational alignment and decision frameworks
Data Infrastructure & Process
- Building a measurement roadmap
- Setting up data systems for scalable analytics
- Creating operational processes for strategy execution
This combination makes the academy uniquely suited for business leaders who need to think strategically and make decisions with scientific rigor.
How do these business strategy courses help companies grow?
The academy is designed to improve decision-making across the entire business. Companies benefit through:
- Stronger, more defensible budgeting decisions
- Clearer alignment across marketing, finance, and leadership
- Better forecasting and scenario planning
- Higher marketing ROI through accurate measurement
- Improved customer understanding
- Smarter strategy backed by analytics and experimentation
Brands that complete our programs often see faster growth, increased profitability, and more confident leadership teams, because strategy becomes a repeatable, data-driven discipline, not a guessing exercise.