The pattern of treating every campaign as a holdout experiment rather than a vanity-metric exercise. Requires deliberately not spending on a measurable percentage of the addressable audience to establish a counterfactual. The discipline most teams resist because it means accepting that some spend is for learning, not for direct return.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
Target CTV from your own customer segments and measure the reach you actually added above linear, rather than buying impressions on faith
Measure paid channel contribution honestly when tracking is partial, by separating what you observed from what you modeled
Measure the lift a channel actually adds by running a holdout, not the correlation between exposure and conversion the channel's own report shows
Separate the conversions an influencer actually drove from the ones they took credit for, using owned tracking rather than the agency's screenshot