After almost a decade at Google, Amazon, and TikTok, I discovered why incrementality confuses even brilliant marketing leaders: We've been explaining it backwards.

You know that moment in meetings when everyone nods but nobody really gets it? That's not your fault. It's ours.

Technical experts speak in formulas. You need business outcomes. Data scientists show equations, p-values, and confidence intervals. You need decisions. Everyone's speaking different languages.

I translate between these worlds.

Today I advise growth companies and ad platforms, turning measurement complexity into clear strategies. But my real mission? Offering you a shortcut by compressing decade of learning into insights you can use today.

Here's the truth: Incrementality measurement isn't complex. It's just misunderstood. The industry wrapped simple concepts in unnecessary complexity. You're not confused because you lack intelligence - you're confused because no one bothered to explain it properly.

How? No formulas. No jargon. Just visuals, stories, and plain English. If you can read a P&L statement, you can master incrementality.

This newsletter is different:

• For marketing leaders: Finally get what your data and marketing team means

• For platform folks: See measurement through your clients' eyes

I know the questions spinning in your head after every measurement discussion. The concepts you pretend to understand. The decisions you're making on gut feel because the data confuses you.

You make million-dollar decisions. You deserve clarity, not confusion.

Because the best measurement insights aren't the complex ones. They're the ones that make you say "Oh, NOW I get it."

Talgat Mussin (LinkedIn)

BigTech measurement insights in 5-minute weekly doses. Mental model shortcuts that transform measurement confusion into clarity, speed, and strategic superpower.