Why Good Measurement Starts Outside the Platform
Lauren Leone makes the case against platform-reported metrics as the primary source of marketing truth. She advocates for incrementality testing, media-mix modelling, and offline data integration to understand true marketing effectiveness. The episode explains how blended CPA metrics mask inefficiency and how to build measurement systems that inform genuine investment decisions.
Over-reliance on platform analytics produces decisions optimised for platform performance, not business outcomes. Healthcare operators need measurement frameworks that connect marketing spend to actual patient volume and revenue.
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