Proof, not vibes.
Plain-English writing on measuring marketing and turning one-off tests into durable capability — the same thinking that runs inside the Hiilite platform every day. No hype, no vanity metrics. Just what actually moves the number, and how we’d prove it.
Measuring what actually worked
The hard part of marketing isn’t doing it — it’s knowing whether it caused anything. Start here.
What is incrementality?
The share of conversions your marketing actually caused — and why your dashboard can’t show it.
Read → MeasurementThe counterfactual
Proving marketing caused the sale — the do-nothing baseline every honest lift claim is measured against.
Read → MeasurementMMM vs incrementality vs attribution
Three ways to answer “did it work?” — and which one your data can actually support.
Read → MeasurementThe Measurement Ladder
Match your proof to your data — from directional reads to true incrementality as you grow.
Read →From experiments to durable advantage
The strategy layer under your growth hacks — how a single test becomes a capability competitors can’t easily copy.
Experiment → Play → Capability
How one marketing test becomes a reusable play, and a portfolio of plays becomes durable advantage.
Read → Operating modelSense, Seize, Transform
Dynamic capabilities made practical for small businesses — and why they run in parallel, not in sequence.
Read → Operating modelWhy the same play works differently
The same tactic lands differently by audience, market, and timing — so test on your own numbers.
Read →Go deeper
The long-form research the posts above are built on.
How We Measure Growth
The methods paper: incrementality, the counterfactual, the Measurement Ladder, MMM vs MTA vs A/B — with four free tools.
Read the paper → ResearchThe Strategic Taxonomy
Hiilite’s operating vocabulary — the Experiment → Play → Capability spine, reconciling growth hacking with dynamic capabilities.
Read the paper → ReferenceMeasurement glossary
34 plain-language definitions — incrementality, counterfactual, MMM, MTA, holdout, geo-test, and more.
Open the glossary →Want this run on your numbers?
One conversation to map what to measure and how we’d prove it.