Move from last click to real incrementality.
The AI powered media effectiveness platform built for Calm's subscription business.
Calm's growth runs on TV streaming, linear, podcasts, and paid performance, with a finance team that needs proof, not proxies. Measured pairs continuous incrementality testing with a calibrated MMM, a named dedicated support pod, and direct integrations into the platforms Calm already runs on. The result is a single source of truth for media that scales with Calm's growth, optimizes spend across the full funnel from trial to LTV, and gives both marketing and finance the same confident answer on what is actually driving the business.
A partnership brief
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Executive review · Confidential
Incrementality testing, calibrated by MMM
Measure what actually drives Calm revenue.
Measured runs continuous causal experiments, then feeds those results directly into an agile MMM. Incrementality keeps the model honest. The model keeps everyday Calm decisions sharp.
Causal first
Geo holdouts on real spend prove what is incremental for trials and revenue, not modeled guesses.
Daily MMM
Coefficients refresh weekly, the model runs daily, decisions move with the market.
One source of truth
Experimentation, MMM and platform attribution triangulated, with web vs app breakouts.
Measured has empowered us to diversify our full funnel media mix and uncover incremental ROI in previously overlooked channels. This has led to smarter media spending decisions.
Cross-Channel Dashboard
One view of every channel, tactic and campaign.
Platform vs incremental ROAS side by side across Meta, Search, Shopping, Affiliate, CTV and more — filterable by conversion type, channel, segment, tactic and campaign.
Media Plan Optimizer
Turn incrementality into the next budget decision.
Set a target ROAS or trial volume, see the diminishing return curve, and reallocate budget across Meta, CTV, podcasts and linear TV, grounded in calibrated MMM.
In their words
Hear it directly from enterprise customers.
Three short conversations on the shift from last click to incrementality, and what changes when measurement is built for both marketing and finance.
Customer spotlight
Making the shift from last click to incrementality
Christof Zanecchia, VF Corp
Customer spotlight
Why incrementality is the standard
Keval Lakdawala, Senior Global Digital Finance Manager at Mars
Customer spotlight
Spend less, grow smarter
Daniel Pahl on turning media spend into business results