Marketing measurement has changed a lot over the last few years. Attribution alone isn’t enough, and most brands know it. Incrementality testing and media mix modeling (MMM) are no longer optional. Yet many teams are still stuck. Not because they don’t understand measurement, but because they don’t know how to act when the data isn’t perfect. ## Measurement should create action, not delay it Measurement exists to inform decisions, not to absolve teams of responsibility for making them. That sounds obvious, but it’s not how many organizations behave in practice. When attribution says one thing, an incrementality test says another and a model points slightly elsewhere, the instinct is to pause, ask for more analysis or wait for cleaner data. Disagreement between measurement approaches is typical. Treating it as a reason to do nothing is the mistake. At some point, teams still have to decide what bet they’re willing to make with imperfect information.…