incrementality

A curated list of awesome marketing science resources including geo incrementality testing, media mix models, multi-touch attribution, causal inference, and more from shakostats.com . Star ⭐ the repo if it helps you, and feel free to contribute your own favorite resources

A dynamic method for detecting faults in incremental and parallel builds.

The complete operating system for managing paid media accounts. Foundational SOPs and platform-specific playbooks (Meta, Google, TikTok, YouTube, Axon, Native/DSP).

Simba — Bayesian Marketing Mix Modeling (MMM) platform. Media attribution, budget optimization, incrementality measurement, and scenario planning. Built on PyMC-Marketing. No-code, fully transparent, enterprise-ready.

Geographic Experiment design and Evaluation Tool designed to help you determine the true lift of marketing efforts.

This repository provides open-source best practices for for conducting geographic randomized controlled trials (Geo RCTs) for measuring incremental sales effect of advertising cammpaigns. It includes details on one design type in particular, a multi-armed stepped experimental design that has particular advantages in terms of statistical strength.

A curated, vendor-neutral list of tools, libraries, research, and resources for measuring marketing effectiveness — MMM, incrementality, causal inference, and attribution.

End-to-end incrementality sandbox on M5-style retail data (DiD + Synthetic Control + placebo tests) with Streamlit dashboard.

Lightweight, transparent marketing mix models for DTC brands. Estimate per-channel causal lift from spend + sales data — with honest diagnostics about when not to trust the result.

PySpark + Hive pipeline measuring campaign incrementality, statistical significance, and ROI on 13M+ user incrementality-test records (Criteo dataset).

Official agent skills for the Lifesight MCP — causal marketing measurement inside Claude and Claude Code. Claude Code plugin + Claude.ai bundle.

Open-source AI marketing measurement & incrementality testing platform. Track every AI creative from prompt to causal revenue lift — A/B experiments, SRM, sequential testing (mSPRT), MMM, Thompson sampling, RLS multi-tenancy. Self-hosted. Built with Claude Fable 5 ultracode.

AI Skill for consistent, reliable 12-hour optimization of marketing campaign budgets across OpenClaw, ChatGPT Codex, and Claude.

A curated list of attribution, measurement, and marketing analytics resources. Open-source libraries, commercial platforms, research papers, datasets, and the people thinking hard about which marketing dollar caused which revenue dollar.

Privacy-preserving contextual bandit that optimizes for causal uplift while learning only from differentially-private aggregates — a runnable simulation of causal marketing under the Google Privacy Sandbox, with a real Shared Storage / Private Aggregation browser demo.

Geo-based incrementality testing framework with synthetic control, DiD analysis, and power analysis for measuring true causal marketing lift

Reference implementation of marketing mix modelling, incrementality testing and budget optimisation, validated against known synthetic ground truth.

Marketing Mix Modeling with Google Meridian on GA4 data. Bayesian inference, full posterior distributions, PyMC-powered. Applied to real GA4 ecommerce data with step-by-step guide.

Design and read incrementality / lift tests for mobile game UA, then reconcile conflicting platform, MMP, and SKAN numbers into one defensible ROAS. Built for post-ATT measurement where last-click attribution lies. Dependency-free, runs in the browser.

Paid-media measurement playbook: geo lift, MTA, incrementality, MMM, web attribution. Synthetic data, reproducible.