Measurement

Measurement is where you find out what your marketing actually drove, rather than what a dashboard assigned credit for. Today it holds one tool: the Marketing Mix Model.

A Marketing Mix Model reads your historical spend and outcomes and estimates how much each channel contributed, including the upper-funnel and offline channels that attribution can't see well. Skeleton Key runs Google Meridian and handles the column mapping, the compute, and the plain-English read of the results, so you can run one without writing code. When a run finishes, you can save its results as a brand document and attach them to a Strategy run, where the Goals and Media Strategists ground their targets and channel mix in the returns the model measured instead of benchmarks alone.

It's in beta, and the numbers are best read as directional. Start with the overview to see what a run produces and whether your data can support one.