Measurement & attribution

Coverage is 10 of 10 companies, 46 pages and 159 claims; Kantar Media's five pages are Fifty5Blue's, because kantarmedia.com now redirects there after the H.I.G. Capital acquisition.

Outcome here means the advertiser's incremental sales or marketing ROI established by test or model, and the claim each page makes about itself is second-order: the size of the lift a buyer gets from adopting the measurement.

Of 159 claims, 49 are outcome or metric claims: 22 imply an outcome, 26 state a metric, 1 is guaranteed; outcome is the largest single claim type at 41 of 159.

Of the 49, 16 pages show nothing beside the claim, 14 name a client, 13 a bare number, 3 a method, 2 a client result and 1 a third party; 48 are declared advocacy and 1 arbiter fact.

The one arbiter-fact line names an outside analyst: “495% ROI: Forrester found Analytic Partners delivers bottom-line returns of ROI of +495%” at https://analyticpartners.com, with no study, sample, period or baseline on the page.

ROI ranges are published without a design behind them; https://mutinex.co states “Lift marketing ROI by up to 20%.” and https://mutinex.co/product/growthos states “15-25% ROI lift”, and neither names a brand, period or counterfactual.

Of 40 pillars, 34 carry evidence and 18 of those carry it from another page; 6 carry none, among them the ROI pillar stated on three Nielsen pages and supported on none.

The one guarantee-coded claim covers transacted volume, not result — “$6.3B In advertising guaranteed on VideoAmp advanced currency” — no page offers a remedy if a stated lift is not achieved, and all 10 records list pricing as unpublished.