Marketing Science Answer Pack v1
Detailed Q&A for marketing science teams, procurement, and anyone asking hard questions about our measurement methodology.
This pack makes three things explicit: (1) what we can claim today, (2) what requires an experimental overlay, (3) how we operationalize uncertainty.
Precise talks about this as a ladder, not a binary.
Level 1 — Contribution Accounting (Default)
What it is: A reproducible allocation of observed outcomes (conversions, revenue, clicks, etc.) across the segments/features present in delivery, producing a Contribution Score / TraceScore.
What it enables: Governance actions (KEEP/CAP/TEST/CUT) driven by contribution vs cost, with a receipt that includes coverage + method version.
What it is NOT: A guarantee of incrementality (causal lift) without a test design.
Level 2 — Natural Experiments (Opportunistic)
When the data contains a natural experiment (pauses, rollouts, sharp changes), we can treat parts of observational data as quasi-experimental if confounders are low and pre-trends are comparable.
Level 3 — Causal / Incremental (Explicit Overlay)
If the value function is incremental outcomes measured via holdouts / geo-lift / matched markets, then the TraceScore becomes a strong indicator of causation (because it is allocating an incremental value, not raw outcomes).
"By default we measure contribution from your logs. When you run holdouts or geo tests, we can allocate incremental value and support causal claims."
Plain-Language Answers
"Correlation vs Causation"
"By default, Precise measures contribution from your logs and turns it into governance actions. When you run a holdout or geo test, we can allocate incremental outcomes — which supports causal claims."
"Zero Contribution"
"Zero observed contribution means we did not observe outcomes attributable under the current definition and coverage. We grade confidence and require volume thresholds before recommending a cut."
"Why Not MMM/MTA"
"MMM and MTA inform planning and attribution. Precise is governance: it produces a bill of materials and receipts that make premiums defensible and enforceable."
"How Do You Ensure Receipts Can't Be Changed?"
"Receipts include a fingerprint—a compact representation of all contents. If anything changes, the fingerprint changes. Fingerprints are registered at issuance in an append-only record. That's what makes them tamper-evident and audit-grade."
Questions Not Covered Here?
This pack covers the most common questions. For technical deep-dives, we're happy to schedule time with your marketing science team.