Marketing measurement gets messy when you're running campaigns across a dozen channels. Moda tackles this with what it calls a "Unified Measurement Operating System" that combines three measurement approaches. Causal attribution. Incrementality testing. Marketing mix modeling. Moda has measured over 27 billion in ad spend and works with 300+ companies.
The geo-based incrementality testing is the standout feature. Moda designs and deploys time-based experiments quickly, letting you see which campaigns actually drive incremental sales versus just taking credit for conversions that would've happened anyway. Their causal marketing mix modeling goes beyond basic attribution to find optimal spend levels across channels.
Take a DTC brand running Facebook ads, Google campaigns, and TV spots simultaneously. Moda's incrementality-adjusted attribution would show you which channels deserve credit for that 9.8% average sales lift — not just which ones touched customers last. Real-time optimization recommendations come powered by these causal insights.
Numbers look solid. 23% increase in iROAS. 18% bump in total revenue. Companies report a 48% increase in seasonal iROAS.
The recent UMM 3.0 launch suggests active development. Moda partners with major platforms and recently joined Walmart Connect's partner network. Marketing directors at omnichannel retailers would find this useful when they can't tell if their brand search lift comes from display ads or podcast sponsorships. It won't work well if you're running simple, single-channel campaigns though.