Welcome to What's Next with Inc - The Newsletter You Didn't Know you Needed!

Firstly, welcome. We are very excited to share our insights and opinions on recent industry news and developments to come. We hope this newsletter will provide you with quick industry news and updates in the world of digital marketing and analytics, but also provide you with our take on it and what we believe the interpretations to be. And hopefully if there are any, provide some solutions you should explore.

But before we start sharing industry news and updates, you're probably wondering who we are and why you should care or listen. Great points to address now if ever...

We are the founders of Incendium, an analytics software that challenges the big tech giants in the digital marketing realm (Google/Adobe, etc.) with easy-to-implement solutions in areas across online conversion attribution, multi-touch attribution, actual lifetime value analysis - which ultimately leads to having MMM (marketing mix modeling), arguably the biggest keyword in the industry in 2024.

We, the founders, have all been in the industry for over a decade and we've found that the large tech giants have started to adopt this black box/publisher bias approach since the mid-2010s. All to uplift their profit margins instead of continuing to pioneer with advertising developments and providing more insights and options for advertisers/marketers like you and me.

In fact, they've been taking options away from us! Google's recent abandonment of various attribution models such as first, linear, position, time decay, etc., and forcing advertisers to use their own 'data-driven' attribution model (which doesn't clearly define the calculations) is beyond maddening. These attribution models have been used by statisticians and marketers since the 1950s!

With all that has been happening which affect many of our day-to-day lives, we've created this newsletter to provide you with the transparent thoughts and opinions from marketing veterans to interpret what the tech giants are doing in the digital marketing space and to explore or expose what their true motives are.

In many cases moving forward, we'll provide insights into how we've combated the topic at hand with some of the solutions we've built out with Incendium.

Thank you for subscribing, and we'll see you at the next one.

Introducing Incendium AI