Beyond Attribution: The Rise of Revenue Mix Modeling

The industry's obsession with "last-click" attribution is killing growth. In a multi-device world, a single click rarely tells the whole story. To scale to ₹10Cr+, you need a more holistic view. ### Incrementality is the Goal The real question isn't "Which ad got the click?" but "Would this sale have happened without the ad?" This is where Incrementality Testing and Marketing Mix Modeling (MMM) come in. ### AI-Driven MMM We use open-source AI models to analyze the correlation between your ad spend and total revenue, factoring in seasonality and brand search. This provides a "blended ROAS" that is much more accurate than platform-reported data. ### Scaling with Confidence When you understand your true cost of acquisition across all channels, you can scale your budget with confidence, knowing exactly where the next dollar will generate the most profit.