Is your marketing measurement stuck in a slide deck?Growth leaders know their attribution is unreliable. You have MMMs, A/B tests, and ad platform data, but how do you turn those noisy inputs into concrete, campaign-level actions? More importantly, how do you get your CFO to believe in them?

We sat down with Neal Rich, Partner and Director of Marketing at Boston Consulting Group, to discuss the three biggest challenges in marketing measurement:

1. The Data & Setup

2. The Methodology (MMM, A/B, etc.)

3. Turning Insights into Action

In this interview, Neal breaks down why so many companies get stuck obsessing over the "magic tool" (like an MMM) and fail at the two parts that actually drive value: data setup and organizational alignment.

Learn why your CMO's first call should be to your CFO and how to move your organization from "grading its own homework" to building a trusted, unified measurement framework.

ABOUT BLUEALPHA

Founded by ex-Tesla growth leaders who scaled budgets from $20M to $80M in 3 quarters, BlueAlpha transforms marketing measurement into an action system. Their AI-native platform turns noisy data into concrete weekly recommendations at the campaign level, helping brands like Klover, beehiiv, and 1440 cut waste and drive double-digit growth.

Ready to turn your measurement into an action system?

➡️ Learn more & schedule a demo: bluealpha.ai

Subscribe for more expert interviews and strategies for data-driven growth leaders.

In this deep-dive conversation, EJ White (former Head of Growth at beehiiv) shares how they allocate marketing budgets between brand awareness and direct response channels to achieve their 3x+ LTV:CAC target.

Book a Demo: bluealpha.ai🎯 Key Topics Covered:● Budget Allocation Strategy- How beehiiv uses advanced attribution modeling to split budgets between signup-driving and revenue-driving channels- The daily metric EJ checks every Monday morning (hint: it's Stripe revenue)- Why volume and efficiency create an unavoidable tension in scaling marketing● Attribution & Measurement- The biggest attribution blind spot damaging marketing teams right now- Why Google and Meta's self-reported attribution numbers don't add up- How statistical modeling reveals the true impact of "dark" channels like video and display ads● The Brand Marketing Reality Check- Why most "direct" traffic is actually driven by brand awareness- How brand defense campaigns and organic search connect back to top-of-funnel investment- The hidden impact of video ads that don't leave digital breadcrumbs● LTV:CAC Optimization- How beehiiv tracks and evaluates LTV:CAC ratios in near real-time- Monthly cohort analysis and churn rate calculations- Balancing conversion optimization with maintaining healthy unit economics● Platform Attribution Problems- Why marketers don't trust statistical modeling (and why they should)- The "400 conversions reported, 200 actual sales" problem every marketer faces- How third-party measurement solves platform over-attribution💡 Key Takeaways:● Most marketing leaders underestimate the power of brand in driving "performance" metrics● Advanced attribution models can unlock budget for channels that seemed ineffective● The tension between growth volume and efficiency requires sophisticated measurement● Direct traffic, branded search, and even some paid traffic are often brand-drivenPerfect for marketing leaders, heads of growth, and anyone managing multi-channel marketing budgets who wants to move beyond last-click attribution.Timestamps:00:00 - Budget Allocation: Short-term Signups vs. Long-term Lift01:08 - The Monday Morning Metric01:50 - Volume vs. Efficiency Tension04:50 - Attribution Blind Spots & Top-of-Funnel Measurement Challenges08:30 - When Models Change Your Mind09:20 - The Brand Component of "Direct" Traffic11:08 - LTV:CAC Strategy and Optimization#MarketingAttribution #LTVtoCAC #MarketingMixModeling #PerformanceMarketing #BrandMarketing #MarketingStrategy #GrowthMarketing #PaidMedia #BlueAlpha