You have brilliant marketing instincts. Yet you're constrained by measurement systems that don't reflect how consumers actually behave today. The gap between real impact and dashboard reports creates constant doubt and missed opportunities.

It's not your fault. The system is designed to confuse—hiding true cause and effect behind manufactured complexity.

Incrementality Insider is more than information. It's an awakening to a fundamentally different approach to marketing measurement. Focus areas include:

• Measurement Clarity – Complex concepts simplified to reveal what truly drives results

• Waste Elimination – Identify non-incremental spending while protecting strategic investments

• Causal Frameworks – Where science meets creativity to support bold brand building

• Business Alignment – Connect marketing initiatives to outcomes that matter

Drawing from my decade inside Google, Amazon, and TikTok, I reveal how outdated attribution models fail to capture modern consumer journeys. My ongoing consulting and advisory work provides direct insight into the disconnect between conventional metrics and actual business impact.

I've guided marketing leaders from confusion to enlightenment. I help them replace correlation-based guesswork with evidence-based clarity that supports both vision and outcomes. These leaders now use measurement as a foundation for bolder, more effective strategies.

Selected subscribers may be invited to apply for the EBM* Clarity Accelerator — my premium advisory service that provides practical tools and frameworks to rapidly transform creative marketing vision into evidence-backed business impact.

Talgat Mussin
Senior Consultant, Growth by Science
Former Marketing Science Lead at Google, Amazon, and TikTok

Subscribe to learn how to transform measurement frustration into causal clarity that supports bold, effective marketing.

*Evidence-Based Marketing (EBM) is the rigorously proven approach that grounds marketing decisions in causal measurement rather than intuition or correlation. It employs systematic verification methods to distinguish what truly drives business results. By establishing clear cause-and-effect relationships, EBM often confirms creative vision that conventional measurement undervalues. This liberates marketing from the shortsighted metrics of status quo thinking.