Alex Robb

Alex Robb has 18 years of marketing analytics experience, including 14 at Google, where he worked with retailers and financial services customers on measurement and led a technical solutions consulting team for Google Analytics. Alex co-founded Signal Depth as a simpler way for marketing teams at mid-sized companies to prove the incrementality of their media. You can follow Alex on LinkedIn.

Moving Beyond Holdouts for Incrementality Testing

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In my previous posts, I’ve spoken at length about the measurement gap, that painful friction where ROAS reported in ad platforms like Google Ads and Meta Ads, or web analytics like Google Analytics or Adobe Analytics, look solid but the CFO doesn’t buy the numbers. For years, the gold standard for solving this was the Randomized … Read more

Quasi-Experiments are the New Standard for Marketing Accountability

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Throughout my 18+ years in marketing analytics, including 14 years at Google navigating the measurement stacks of Fortune 500 firms, I worked through a fundamental shift in business intelligence. We moved from an era of data abundance to limited visibility. Today, the Measurement Gap is the defining friction of the C-suite. In a typical Tuesday … Read more