Blogs & Case Studies

Practical writing and worked examples covering marketing measurement, Bayesian modelling, incrementality and forecasting.

Browse practical writing and case studies on marketing measurement, Bayesian modelling, incrementality and forecasting.

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Featured Blog 02/11/2026 16 min

Reach & Frequency Modelling: A deep dive into modelling reach

How audience breadth and repeat exposure shape media response, and why the reach assumption matters for planning

Case Study 26/10/2026 3 min

How practical training, coaching and collaboration added external rigour and capability to Impression's data science and measurement solutions

Blog 15/10/2026 8 min

Accounting for how customers change when they buy

Blog 15/09/2026 15 min

Using Bass diffusion and Bayesian uncertainty to reason about adoption curves before and after launch

Blog 27/07/2026 13 min

Using a geo-experiment and CausalPy to separate incremental transactions from demand that already existed

Blog 21/07/2026 21 min

Moving from channel-level contribution reporting towards explicit cross-channel measurement

Blog 19/03/2026 11 min

Using CausalPy's Interrupted Time Series to separate real performance changes from measurement updates

Blog 16/02/2026 15 min

A practical DTC example using Bayesian partial pooling in PyMC