vinay k

I teach people marketing science | CEO at Stella

[vinay k @vinaykarode]

super exciting, some unique enterprise problems solved by Stella in recent times is truly having an impact within this entire measurement space.

[Brenden Delarua @brenden_delarua]

We are about to roll out the craziest measurement stack at Stella.

The new 'Scale' plan is everything you need to not only measure incrementality but to actually USE IT.

Show your boss you are directly increasing incremental revenue for the company, month after month.

A few features are in Beta, if you reach out now to get early access to the scale plan we will give you 25% off for life.

[vinay k @vinaykarode]

@brenden_delarua @stella_growth great to see this come to life

[vinay k @vinaykarode]

so much easier now #incrementality #mmm #measurement

[Brenden Delarua @brenden_delarua]

@stella_growth now has full data ingestion throughout all of our tools.

Maybe we're a little late to the party but now holdout studies and MMMs are easier than ever.

Control columns and Confounding variables can still be added to improve accuracy.

Use Stella completely self-serve (most affordable tool on the market) or have our team run your measurement program all done for you (less affordable but much easier).

[vinay k @vinaykarode]

Your data can tell you what happened. It cannot tell you why. When a platform reports that a campaign drove 40,000 conversions, it is showing you a correlation. Stella builds the counterfactual. #incrementality #marketingmeasurement #d2c #mmm

[vinay k @vinaykarode]

your highest ROAS channel is probably not driving growth.
Stella was built to show you what is actually driving growth not what is claiming credit for it. #mmm #incrementality #marketing #measurement #d2c #ecommerce

[vinay k @vinaykarode]

a powerful tool

[Stella Incrementality @stella_growth]

The more you automate incrementality the less accurate it becomes.

We fixed that at Stella by combining automation and proper holdouts and MMMs.

This dashboard gives you a daily view of incrementality factors, marginal growth curves, and incremental revenue by campaign.

[vinay k @vinaykarode]

Stella is the real AI CMO.. if you are trying to maximize incremental contribution from paid ads

[Stella Incrementality @stella_growth]

Incrementality studies have never been easier 😉

[vinay k @vinaykarode]

The best media buyers in 2026 aren't building the most granular audience segments. They're learning to trust the signal over the label. Broader targeting + smarter algorithm = cheaper conversions with the same buyer intent. #MetaAds #AdvantagePlus #AudienceTargeting

[vinay k @vinaykarode]

You target "golf enthusiasts" on Meta. But Andromeda sees those golfers are currently booking spring trips. Lock targeting = golfers acting like golfers. Go broad = golfers acting like travelers. Cheaper conversions, same intent. #PerformanceMarketing #MarketingScience

[vinay k @vinaykarode]

Example: You target golf enthusiasts. But in February, those same people are behaving like travel enthusiasts - booking spring trips. The algorithm sees cross-interest behavioral patterns you can't access from a dropdown menu.

[vinay k @vinaykarode]

The marketers who win with Andromeda won't have the biggest budgets. They'll be the ones who nailed their fundamentals — offer, landing page, unit economics — before touching the ad platform. Smarter AI amplifies strategy in both directions. #MetaAds #Andromeda #ProductMarketFit

[vinay k @vinaykarode]

Meta's Andromeda got smarter. But if your product-market fit is broken, all it does is help you fail faster and more expensively. The algorithm optimizes whatever target you give it — including the wrong one. #MarketingStrategy #PerformanceMarketing

[vinay k @vinaykarode]

Optimize for clicks → clickers who never buy. Optimize for leads without quality signals → junk leads. The AI doesn't question your strategy. It just executes it. Perfectly.

[vinay k @vinaykarode]

Stop: "We found a winner! Scale it!"
Start: "At what spend level does this winner become a loser?"

Stop: Scale = More
Start: Scale = Wider

Your marginal dollar is the truth-teller.

#PerformanceMarketing #D2C #MarketingStrategy #ROAS #Scaling #AdSpend #GrowthMarketing

[vinay k @vinaykarode]

The $50K mistake I see every week:

Brand finds a campaign with 5X ROAS.
Team celebrates: "We found a winner!"
Leadership: "Great! Double the budget!"

30 days later: Blended CAC up 60%. Panic mode.

Here's what went wrong: 🧵

[vinay k @vinaykarode]

Real talk:

Scaling doesn't mean spending more on what's working.

Scaling means finding NEW channels to test.

When you've picked all the low-hanging fruit from TikTok, don't climb higher.

Go find a new tree.