Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement. Ben Vigneron on July 3, 2025       Most marketing measurement models operate on a simple assumption: effects are additive.  Campaign A drives 100 leads, Campaign B drives 200, so the total impact is 300.  But in reality, … Continue reading Marketing results don’t add. They multiply and synergize. →