M-Squared

We are a network of analytics and marketing professionals solving Attribution

[M-Squared @msquaredclub]

Is ROAS a standardized metric?
Most of us treat it like one.
But it depends on how you define it — inputs, attribution, time window… all of it changes the number.

As Sable M. says, don’t trust it just because it looks right.

https://t.co/dxLWHOkvk9

[M-Squared @msquaredclub]

Are you confident in where your next $1M should go?

Measurement is changing.
And so is how leaders make decisions.

We’re heading to:

📍Retail Summits — Chicago | April 1
https://t.co/X2FQUSHqKz

📍 Possible — Miami | April 27–29
https://t.co/ncZXreb5iQ

[M-Squared @msquaredclub]

When budgets tighten, most teams pull back.
The best teams test harder.
Incrementality proves real impact—and protects your budget.
Because it’s not about platform metrics.

It’s about one question:
What actually moved the business?

[M-Squared @msquaredclub]

Every retail leader is being asked the same question:

“Where should we invest next — and what happens if we cut?”

Retail is evolving.
Measurement has to evolve with it.

Let’s talk attribution at #ShoptalkSpring
We’re heading there → https://t.co/hhBwW3IEbH

[M-Squared @msquaredclub]

Marketing leaders face unprecedented complexity.
Signals are disappearing. Platforms over-claim. Finance wants proof.
Marketing Mix Modeling is back — not as reporting, but as a financial decision framework.

Read more--> https://t.co/CAFUvz0fVn

[M-Squared @msquaredclub]

📅 Get your calendar ready.
We’re showing up in LA, London, and Vegas this March.

March is packed — and we’re bringing the conversations that matter:
what’s working, what’s incremental, and what to scale next.

See where we’ll be 👇 https://t.co/ixzotc6nnJ

[M-Squared @msquaredclub]

The M-Squared Collective brings together a small group of senior leaders to work through the hard questions behind modern measurement:

Get in touch if you're keen to get involved!
https://t.co/ZxCNFgnJeV

[M-Squared @msquaredclub]

4Signs Your Attribution Signal is Wrong!

When ROAS looks strong but revenue stalls, when one channel absorbs all the credit, when upper-funnel work appears invisible, the signal is partial.

[M-Squared @msquaredclub]

Grateful to the TeePublic team — and leaders like Sam who stayed through the discomfort to find clarity.

The shift wasn’t more data. It was aligned around what truly drove outcomes.

We unpack the full journey here: https://t.co/ZFzW57EUgK

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[M-Squared @msquaredclub]

MSquared will be at eTail West 2026 — and we’d love to connect if you’re attending too!

Excited to meet the people building the future of retail & eCommerce, and to explore what’s next in retention, customer experience, and sustainable growth -> https://t.co/ysGHlrWWhA

[M-Squared @msquaredclub]

Most attribution reports look “advanced”…
but don’t answer the only question that matters: What actually drove incremental contribution and what should we do next?

If your report is just numbers, it’s noise.

👉 Explore our education page --> https://t.co/e6ncBScLuZ

[M-Squared @msquaredclub]

It’s easy to mistake activity for progress.

Spend was up. Nothing looked “broken.”
But incremental efficiency was already slipping.
The fix wasn’t a new channel — just pulling spend back to where it actually worked.

Read the full blog --> https://t.co/ZFzW57Emrc

[M-Squared @msquaredclub]

PR isn’t a “channel” like paid.
It’s a halo—long tail, decay curve, compounding impact.
Stop forcing last-click. Measure what PR really drives: awareness, direct search, referrals, K-factor.

That’s the new way of measurement.

Learn more: https://t.co/xxd4IRTpAi

[M-Squared @msquaredclub]

Most marketers feel what’s working.
The best ones know how to prove it — by understanding customer journeys, the competitive landscape, and separating signal from noise.

📅 Our next class is on the way.
👉 Register now --> https://t.co/ZxCNFgnJeV

[M-Squared @msquaredclub]

Every brand looks strong at the surface.
The hard part is knowing what’s underneath.
Is repeat behaviour organic?
Would demand survive if spending stopped?
This case study shows how answering those questions changes how a business is valued -> https://t.co/CZrub6HJXv

[M-Squared @msquaredclub]

Marketing measurement is changing.

What worked in a cookie-rich world no longer explains performance today.

This session explores how teams are shifting toward causal attribution and decision-grade measurement.

Register now -> https://t.co/ZxCNFgnJeV

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[M-Squared @msquaredclub]

This is why “organic vs paid” is the wrong question.

The real question is:
How much demand exists without spend — and how much has to be bought?

This chart shows the difference, and the blog explains how it reshaped an acquisition decision → https://t.co/CZrub6IhN3

[M-Squared @msquaredclub]

When CTV “works,” it rarely shows up where you expect.

Search looks better.
Retargeting looks stronger.
Platform ROAS spikes.

But that doesn’t mean those channels did the work.

Full breakdown on YouTube → https://t.co/JpO0FXfuGL

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#experts #onlinelearning #courses #founders

[M-Squared @msquaredclub]

Most teams still measure attribution the wrong way.
Last click ≠ the full story.

Social, email, search, and video — all shape the decision.
If you only measure the end, you miss what actually drives results.

Learn attribution the right way. Make every decision count.

[M-Squared @msquaredclub]

Combining data shouldn’t require a data team.

A little standardisation.
The right lightweight tools.
One clean source of truth.

That’s usually enough to move from messy reporting
to something you can actually trust.

Simple steps. Big clarity.