Liam Moroney’s Post [Video]

I've taken on an advisor role, and I'd love to share a little about who and why. The company is ProofAnalytics.ai, and it's an incredibly impressive causal analytics platform that uses real defensible data science and statistics to measure and predict the effectiveness of marketing. It's as defensible as it comes, certified by MASB, an American National Standards Institute (ANSI) and International Organization for Standardization (ISO) affiliated organization, and it's also addressing marketing effectiveness measurement in a way that I think is crucially needed right now. You've likely heard me talk a lot about the non-linear nature of marketing, and how much marketing works in a way that isn't how we measure marketing today. It's for exactly that reason that I'm looking towards the world of causal analytics and MMM, which has for a long time felt like a 'big company' solution, for a number of reasons, both from a data volume and speed of insights perspective. Proof is addressing this, and I'm really excited to play an advisor with that, and to learn from that. I met the CEO of Proof, Mark Stouse, about a year ago, and since then we've become friends, but he's also been a major influence in my own reflections on how I think about marketing effectiveness. So, give him a follow, check out proofanalytics [dot] ai, and expect to hear more from me as I struggle to fully understand exactly what a multivariate regression analysis is.