--- title: Incrementality-Based Marketing Analytics Platform description: "Case study: architecting a serverless incrementality-measurement marketing analytics platform using Angular, Node, Redshift, ElasticSearch, and AWS infrastructure-as-code." doc_version: 1 last_updated: 2026-05-23 canonical: https://variable.team/projects/incrementality --- # Incrementality-based Marketing Analytics Platform - **Company:** Measured - **Industry:** Advertising & AdTech - **Dates:** Oct 2020 to Mar 2023 ### The scaling problem When I 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. I saw the chance to apply knowledge gained from prior Marketing Analytics projects to Measured. ### Pivot to SaaS I made the case for a pivot from a tech-enabled services product to a SaaS product. To prove out the approach, I 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. ### Assessing the current stack I assessed the current product stack, looked through the eyes of a client user, and asked Customer Success for a guided tour. ### Defining the roadmap I 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. I tracked progress with Pendo and Google Analytics. ### Validating with data and interviews 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. ### Outcome Over roughly eighteen months, I proposed, defined, and executed a new product direction and proved the financial benefits of the change. ## Sitemap [Full site index](/sitemap.md)