# Incrementality-based Marketing Analytics Platform - **Company:** Measured - **Industry:** Advertising & AdTech - **Dates:** Oct 2020 – Mar 2023 When Variable began working with Measured, they were a three-year-old startup with great potential but struggling to scale past a relatively small number of active clients due to the overhead of manual work needed per client. Variable saw the chance to apply knowledge gained from prior Marketing Analytics projects to Measured. We made the case for a pivot from a tech-enabled services product to a SaaS product. To prove out the approach, Variable proposed a three-month contract to build a Minimum Viable Product (MVP) and demonstrate Measured could grow to over a hundred clients in a year. Measured agreed. Variable assessed the current product stack, looked through the eyes of a client user, and asked Customer Success for a guided tour. We then defined a roadmap targeting a 300% increase in active client usage by year end, with quantitative and qualitative key results at 6-, 12-, and 18-month checkpoints — for example, time-to-deliver under a day, 99.99% product uptime. We tracked progress with Pendo and Google Analytics. A year after MVP completion, the metrics confirmed the approach: year over year there was a 300% increase in total clients, a similar increase in weekly active clients, and a 350% increase in weekly time on site. Six client interviews produced qualitative data that aligned well with the quantitative signal. Over roughly eighteen months, Variable proposed, defined, and executed a new product direction and proved the financial benefits of the change.