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THE THIRD ACT research, decision frameworks and evidence-led analysis for commercial growth.
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Research library
Published insights and decision frameworks.
Market Entry in Iraq: A Commercial Launch Checklist Before You Spend
A practical commercial framework for entering Iraq: positioning, route to market, partner roles, demand validation, sales process and launch measurement.
Read insightHow Much Should a Company Spend on Marketing? A Decision Framework for Iraq
A decision framework for setting a marketing budget around commercial capacity, measurement, customer value and the stage of growth instead of copying a generic percentage.
Read insightHow to Choose a Marketing Agency in Iraq: A Decision Framework for Business Owners
A practical framework for evaluating marketing agencies in Iraq by diagnosis, commercial thinking, measurement, execution quality, reporting and fit—not by follower counts or a long service list.
Read insightLead Generation in Iraq: How to Build a Qualified Pipeline Instead of Buying Cheap Leads
A practical lead-generation operating system for Iraqi businesses: offer design, qualification, creative, forms, sales follow-up, feedback loops and the metrics that connect media to revenue.
Read insightThe KPI Problem: What Leadership Should Measure—and What It Should Ignore
A practical way to separate business outcomes, leading indicators and platform metrics so teams stop optimizing activity instead of growth.
Read insightAttribution vs Causality: The Report Says Who Got Credit. The Experiment Asks Who Caused Growth.
Why attribution models and causal measurement answer different questions—and why serious marketing teams need both.
Read insightCausal Inference for Marketers: From Correlation to Decisions
A practical framework for separating signals that move together from interventions that actually change business outcomes.
Read insightIncremental Revenue vs Attributed Revenue: The Number Finance Actually Needs
Why revenue credited to marketing is not automatically revenue created by marketing, and how to move toward a financially useful causal view.
Read insightIncrementality and Counterfactual Measurement: The Question Behind Real Marketing ROI
A business-friendly introduction to treatment, control, counterfactuals, incremental revenue and why observed conversions are not the same as caused conversions.
Read insightPaid–Organic Cannibalization: Are Search Ads Buying Clicks You Already Owned?
How to think about brand search, organic substitution and incremental clicks without turning an old average into a universal truth.
Read insightHoldout Experiments and Geo Experiments: When You Need a Control Group, Not Another Attribution Model
How randomized holdouts and geographic tests create counterfactuals, where they fail, and how to decide whether the business is test-ready.
Read insightSearch Advertising Incrementality: When a Click Is Not the Same as a Customer Created
A decision framework for brand, non-brand and high-intent search where demand capture and demand creation are easy to confuse.
Read insightInfluencer Marketing Beyond Reach: How to Buy Distribution, Credibility and Creative—Without Mixing Them Up
A framework for separating creator value into media, trust and creative assets, then measuring each with the right KPI and experiment.
Read insightUGC, Creator Content and Influencer Content Are Not the Same Thing
A commercial framework for deciding whether you need authentic customer proof, performance creative, creator distribution or a combination.
Read insightLead Generation in Iraq Is a System Problem, Not a Cost-per-Lead Contest
Why offer, qualification, response speed, sales feedback and source quality matter more than a cheap form submission.
Read insightPositioning Before Content: Why More Posts Cannot Rescue an Interchangeable Brand
A positioning system for audience, problem, promise, proof and point of view before the content calendar begins.
Read insightFrom Platform Metrics to Marketing Science: When to Use Experiments, Incrementality and MMM
A measurement maturity map that gives each method a job instead of forcing one dashboard to answer every marketing question.
Read insight