title = "Measurement Frameworks"

content = """
Measurement frameworks define how campaign success is quantified. They combine data sources, attribution rules, and reporting standards.

**Marketing Mix Modeling (MMM):** Uses aggregate historical data to estimate the marginal contribution of each channel to outcomes. Robust to privacy restrictions and long-term trends. Requires substantial data and statistical expertise. Updates periodically (e.g., quarterly).

**Multi-Touch Attribution (MTA):** Assigns credit to touchpoints at the user or journey level. Requires tracking across channels; limited by cookie deprecation and cross-device gaps. Useful for tactical optimization when data is available.

**Incrementality Testing:** Uses controlled experiments (holdout groups, geo tests) to measure true causal impact of media. Gold standard for validation but resource-intensive. Recommend for major budget decisions or new channel entry.
"""  # noqa: E501

version = "0.0.1"
