Tom Leonard

If your measurement strategy delays decisions, it’s broken When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L. Tom Leonard, Spy on Any Websit... See more

29 Jan, 2026 By TOM LEONARD, US CORRESPONDENT President Trump was kicking off a crucial meeting with oil and gas industry bosses in the White Houseearlier this month when his attention abruptly wandered. ‘In fact, if you look, come to think of it… I’ve go... See more

MarTech » Performance marketing » 3 incrementality testing mistakes — and how to avoid them 3 incrementality testing mistakes — and how to avoid them Incrementality testing only works if it drives decisions. Here’s where teams go wrong and how to use test... See more