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Terry Manu Hennah

I help marketing teams prove the real impact of their marketing.

Platforms grade their own homework and last-click credits the final touch. I write about the methods that answer the real question: what would have happened without this spend?

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  • Marketing effectiveness leader, UK
  • MSc Data Science: Bayesian MMM
Terry Manu Hennah

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The essay that explains the rest

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Tools you can use on Monday

  • SpreadsheetInstant download

    MMM data readiness checklist

    Check your data against what a mix model needs.

    Excel

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  • PDFBy email

    Geo test pre-flight checklist

    Twelve questions before a holdout goes live.

    3 pages

    Get it free
  • PDFInstant download

    The budget question, on one page

    Explaining causal measurement to your CFO.

    1 page

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One useful idea about measurement, every other week

Short, practical notes on mix modelling, experiments and the data underneath them. Written for the people who have to defend the budget.

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