The Marketer’s Guide to Unified Measurement with MMM, MTA, and Incrementality Testing

Measuring marketing performance has never been harder. And yet, it’s never been more important.

At The Whalies, we unpacked that question and introduced a unified measurement framework that brings together three powerful methodologies — Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Incrementality Testing — into a single, AI-assisted decision engine.

Here’s what we covered.

The Problem: Siloed Tools, Blind Spots, and Budget Bleed

Despite advancements in analytics, marketing measurement is still broken, and it’s not for lack of tools.

Many teams use a mix of dashboards, attribution models, and platform metrics. But these tools often live in silos, pulling in different directions and using conflicting assumptions. The result? A lot of noise and very little clarity.

Three issues we see most often:

• Blind spots: While 84% of teams say they can prove ROI, only 38% track every channel.
• Wasted spend: Up to 12% of ad budgets go to fraud. Meanwhile, Triple Whale data shows CPMs are up over 20% in just the past two years.
• Chaotic journeys: With customers bouncing across devices, platforms, and campaigns, the old “last click” model just doesn’t cut it.

Unified Measurement with MMM, MTA, and Incrementality Testing

To solve the fragmentation problem, it’s not enough to just offer more measurement tools. What marketers need is a unified system where MMM, MTA, and incrementality testing work together — with AI connecting the dots.

Triple Whale’s unified measurement framework doesn’t just present these methodologies side by side. It synthesizes them using AI agents that analyze data across all three layers and generate weekly action plans, highlight conflicts, and recommend tests — all in one place.

Think of it like you’re planning a road trip.

• MMM is your map and atlas — perfect for big-picture budgeting and long-term planning.
• MTA is your GPS — helping you adjust in real time as campaigns run.
• Incrementality testing is your timed experiment — showing which route really got you there fastest.

You need all three tools — not in isolation, but working together — to build a confident strategy.

1. MMM: Strategic Budgeting You Can Actually Use

Triple Whale’s Marketing Mix Modeling runs weekly, analyzing up to two years of historical revenue and marketing spend. It provides:

• Optimized weekly spend recommendations
• Forecasted impact if you follow vs. ignore those recs
• Support for non-click channels, seasonality, and business-specific constraints (like fixed promo spend or offline costs)

It’s not a black box — you can tweak goals, set budget ceilings, and even simulate “what if” scenarios.

Use case: You want to grow new customer revenue without over-indexing on one channel.

2. MTA: The GPS of Performance

Triple Whale’s Multi-Touch Attribution engine shows you exactly how each channel, campaign, and ad contributes to conversions, based on click-level data.

• View data down to ad level
• Adjust budgets directly from the dashboard
• Embed AI Agents to suggest optimizations based on your own buying heuristics

Use case: You see a campaign performing well in-platform but not in your back-end data. MTA shows the full customer path, and whether that campaign truly contributed.

3. Incrementality Testing: Prove What Actually Works

This is where the magic happens.

Triple Whale now supports Meta Conversion Lift tests inside the platform, and Geo Lift Testing across all platforms is in beta. In just a few clicks, you can:

• Run randomized holdout tests for Meta campaigns
• Launch geo-based experiments for broader testing
• Analyze results alongside MTA and MMM data

Use case: Your MMM says scale back Meta. Your MTA says keep spending. A lift test helps you validate which signal is right.

4. Unified Recommendations from Moby Agents

With all three tools unified, Triple Whale can now power Moby Agents — customizable AI assistants that analyze your full stack of measurement data and output instant action plans.

Each agent:

• Synthesizes MMM, MTA, and incrementality test data
• Surfaces conflicts (e.g., “MMM says scale down, MTA says scale up”)
• Recommends spend shifts with confidence ratings
• Suggests which campaigns to test next

Instead of choosing between conflicting reports, let the agent synthesize everything into one clear recommendation.

Why This Matters for Modern Marketers

Whether you're prepping for a big campaign push or scaling through a volatile market, you can't afford to guess. Triple Whale’s unified measurement framework is built to help you:

• Eliminate blind spots
• Optimize across channels
• Test what’s actually working
• Make bold moves with confidence

And unlike other tools, Triple Whale automates the analysis of all three measurement models with AI.

Want to dive deeper?

Triple Whale brings these tools together in one place, unified by AI, so your team can stop fighting data silos and manual analysis — and start executing with confidence and speed.

Ready to test what’s truly working in your marketing? Schedule a demo.