How Jon Vaver Changed Marketing Measurement Forever
If you've spent any time digging into the math behind modern advertising, you've probably come across the name jon vaver. He's one of those figures who doesn't necessarily seek the limelight in a "marketing guru" kind of way, but his influence is felt every time a major brand decides how to allocate its budget. For years, the industry was basically guessing what worked, but thanks to researchers like him, we've moved into an era where "incrementality" isn't just a buzzword—it's the gold standard. ...