Modern Marketing Measurement Requires Two Models, Not One
For years, marketers relied on static measurement models. Think of them as accounting systems—they log each week’s data, update consistently, and provide a stable, historical record.
Static models are still useful. They’re reliable, easy to align with finance, and don’t rewrite history. But here’s the truth: in today’s marketing environment, a static model by itself simply isn’t enough.
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The Case for a Dynamic Model
Modern marketing doesn’t operate in a vacuum. Campaigns are shaped by:
- Seasonality and holidays
- Economic and competitive shifts
- Emerging platforms and trends
- Rapidly changing consumer behaviors
To capture this reality, marketers need a dynamic, living attribution model—one that updates not only with new data but reprocesses the last 365 days with each refresh.
Why does this matter? Because it continuously integrates new context into past results, adjusting for seasonality, market changes, and campaign evolution. This adaptability turns static reports into actionable foresight.
Two Models, One Complete View
Together, static and dynamic models create the strongest measurement stack:
- Static (Accounting Model):
Provides consistent weekly updates and reliable financial reporting without altering historical data. - Dynamic (Living Attribution Model):
Recalculates performance across the past year with every update, ensuring results reflect current realities like seasonality or sudden market shifts.
When combined, you get both structure and agility—a complete picture that is both trustworthy and adaptive.
How Provalytics Makes It Possible
At Provalytics, we build modern measurement platforms designed for this two-model approach. Our system unifies:
- A static model for clear, finance-ready accounting
- A dynamic model powered by AI and predictive analytics for ongoing adaptability
The result? A single source of truth that’s stable enough for CFOs and flexible enough for CMOs.
This dual-model system allows marketers to:
- Accurately capture seasonality and external influences
- Continuously refine campaign insights
- Allocate budget with both precision and confidence
- Bridge the gap between marketing and finance with aligned numbers
Stop Relying on Outdated Models
A single, static model may have worked in the past—but today’s marketing is too complex, too fast-moving, and too seasonal to rely on it alone.
To thrive, marketers need both the clarity of static models and the adaptability of dynamic models. Provalytics provides exactly that.
Ready to modernize your measurement stack?
Book a demo and see how Provalytics unifies static and dynamic modeling to give you a forward-looking edge.
