Lauri Potka

Lauri Potka

Lauri Potka is the Chief Operating Officer at Sellforte, with over 15 years of experience in Marketing Mix Modeling, marketing measurement, and media spend optimization. Before joining Sellforte, he worked as a management consultant at the Boston Consulting Group, advising some of the world’s largest advertisers on data-driven marketing optimization. Follow Lauri in LinkedIn , where he is one of the leading voices in MMM and marketing measurement.

Posts by Lauri Potka
How should geo-lift and conversion-lift studies be combined when calibrating MMM?
How should geo-lift and conversion-lift studies be combined when calibrating MMM?
Asked by Marketers

How should geo-lift and conversion-lift studies be combined when calibrating MMM?

Aug 21, 2026 7 min read
Should MMM calibration separate traffic, engagement, awareness, and sales campaigns?
Should MMM calibration separate traffic, engagement, awareness, and sales campaigns?
Asked by Marketers

Should MMM calibration separate traffic, engagement, awareness, and sales campaigns?

Aug 20, 2026 9 min read
Can we use incrementality evidence from one country to calibrate an MMM in another?
Can we use incrementality evidence from one country to calibrate an MMM in another?
Asked by Marketers

Can we use incrementality evidence from one country to calibrate an MMM in another?

Aug 19, 2026 7 min read
How should we weight multiple incrementality tests when calibrating an MMM?
How should we weight multiple incrementality tests when calibrating an MMM?
Asked by Marketers

How should we weight multiple incrementality tests when calibrating an MMM?

Aug 18, 2026 5 min read
Why do platform ROAS and incremental ROAS tell such different stories?
Why do platform ROAS and incremental ROAS tell such different stories?
Marketing Mix Modeling

Why do platform ROAS and incremental ROAS tell such different stories?

Aug 17, 2026 6 min read
When should an omnichannel retailer use MMM, MTA, or incrementality testing?
When should an omnichannel retailer use MMM, MTA, or incrementality testing?
Marketing Mix Modeling

When should an omnichannel retailer use MMM, MTA, or incrementality testing?

Aug 16, 2026 10 min read
How should we cut our marketing budget while protecting growth?
How should we cut our marketing budget while protecting growth?
Marketing Mix Modeling

How should we cut our marketing budget while protecting growth?

Aug 14, 2026 9 min read
Can MMM and Incrementality testing measure the full sales impact of mid-funnel and top-of-funnel campaigns?
Can MMM and Incrementality testing measure the full sales impact of mid-funnel and top-of-funnel campaigns?
Marketing Mix Modeling

Can MMM and Incrementality testing measure the full sales impact of mid-funnel and top-of-funnel campaigns?

Aug 13, 2026 6 min read
Why can a calibrated MMM show a different incremental ROAS than a conversion-lift study?
Why can a calibrated MMM show a different incremental ROAS than a conversion-lift study?
Marketing Mix Modeling

Why can a calibrated MMM show a different incremental ROAS than a conversion-lift study?

Aug 11, 2026 8 min read
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