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 for measurement and analytics 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!
FAQ
What makes fusepoint’s measurement and analytics methodology different from traditional reporting?
- We combine three analytical layers to deliver a complete view of marketing impact:
- Experiments (Incrementality Tests):
We isolate causal lift through geo-testing, audience holdouts, sequential lift studies, and platform-agnostic incrementality frameworks. This shows whether a channel or tactic is actually creating incremental revenue, not just capturing existing demand. - Marketing Mix Modeling (MMM):
Our analytics team builds custom MMMs using multi-year data to measure long-term, omnichannel effectiveness across digital, offline, retail, and external factors like seasonality and pricing. - Continuous Analytics & Decision Modeling:
We monitor performance weekly through statistical signals, saturation curves, adstock modeling, marginal return curves, and scenario simulations, which help you decide where the next dollar should be allocated.
Together, these layers create a measurement and analytics strategy that reveals true impact, not platform-reported numbers.
- Experiments (Incrementality Tests):
What types of data do you use in your measurement and analytics frameworks?
Our models rely on the data that reflects real business performance, not third-party estimates or click data alone. Depending on your brand, we integrate:
- First-party conversion and revenue data
- Marketing activity logs (spend, impressions, creative metadata, etc.)
- Product, region, pricing, and promo data
- Retailer + wholesale performance
- Subscription and retention data
- Web analytics (GA, Adobe, Shopify, etc.)
- CRM + LTV cohorts
- Macroeconomic and seasonal indicators
Our methodology doesn’t require perfect data; it organizes raw data into structured, decision-ready analytics built around your business model.
How do incrementality tests fit into your measurement methodology?
Incrementality testing is central to how fusepoint proves cause and effect.
While attribution tools assign credit based on user paths or clicks, incrementality experiments quantify whether marketing changed behavior compared to a control group.
With more than 2,000+ tests launched, our methodology uses:
- Geo-experiments
- Audience holdouts
- Sequential testing
- Time-based blackout tests
- Creative lift analysis
- Cross-channel halo measurement
Incrementality tests help answer questions like:
- “How much revenue did Meta actually drive?”
- “What is the real lift from Connected TV?”
- “Does upper-funnel investment pay back?”
We then fold those learnings into long-term analytics models to guide future investment and stronger data-driven decisions.
How does MMM (Marketing Mix Modeling) support your measurement and analytics approach?
Our MMMs provide a holistic, channel-agnostic understanding of marketing performance. Unlike attribution, which is limited to digital touchpoints, MMM captures the full influence of:
- Digital advertising
- Retail + Amazon
- Influencer + creator content
- Offline media
- Promotions and discounts
- Repeats, referrals, and brand equity
Our models don’t operate as static dashboards. They update continuously, integrate experiment data for accuracy, and provide:
- Saturation curves
- Diminishing returns
- Optimal budget allocation
- Revenue and margin forecasts
- Scenario planning
This combination of MMM + experimentation is a core differentiator of fusepoint’s methodology.
How does fusepoint turn analytics into decisions my team can act on?
Measurement without action is just reporting. Every quarterly engagement includes:
- Clear recommendations translated into financial terms
- Optimization guidance for each channel
- Investment scenarios (reallocate, scale, maintain, or pause)
- Expected revenue/margin impact
- A documented decision plan your team can use immediately
We intentionally build measurement and analytics frameworks for operators: CMOs, analysts, channel managers, and CFOs, not for dashboards.
Your team receives clarity, not confusion.
Can fusepoint measure impact across online, offline, and retail channels?
Yes. Unlike attribution tools that track only digital clicks, our methodology bridges the entire ecosystem.
We measure incrementality and contribution across:
- Ecommerce
- Retail + Amazon
- Subscription businesses
- B2B pipelines
- Connected TV
- Influencer + creator ecosystems
- Email + lifecycle
- Search + social
- Out-of-home
- Events and partnerships
Our analytics consolidate all channels into a single, unified source of truth, grounded in business outcomes.
How long does it take to implement fusepoint’s measurement and analytics system?
Typical implementations range from 30–90 days, depending on:
- Data availability
- Data infrastructure maturity
- Number of channels
- Retail complexity
- Geography and seasonality
We don’t require engineering-heavy data pipelines to get started. Our analysts extract, clean, and structure your data into an actionable measurement system quickly, without adding work to your team.
Why does fusepoint use a “human-led” measurement model instead of software?
Software solves for automation, not interpretation.
Modern marketing requires:
- Understanding statistical uncertainty
- Translating analytics into business decisions
- Identifying risks early
- Reconciling marketing with finance
- Synthesizing data sources that software can’t connect
- Experiment design + scientific rigor
- Context from analysts who’ve run thousands of MMMs
Software can track activities. Only experts can explain what the numbers mean, and what to do next.
That’s why fusepoint acts as your measurement partner, not your platform.
What results can brands expect from your measurement and analytics approach?
Across thousands of tests, models, and engagements, fusepoint typically helps brands achieve:
- Higher revenue driven by efficient reallocation
- Faster growth with same or lower budgets
- Stronger CAC, MER, and LTV performance
- Reduced reliance on discounting
- Clear ROI visibility across every channel
- Financial alignment between Marketing + Finance
- Better decision-making velocity
- Higher confidence in scaling
Brands that adopt our methodology grow 22% faster on average, because they stop flying blind and start investing with precision.
Ready to level up your intelligence?