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
Advertising response curves: What are they and why do you need them?
Advertising response curves: What are they and why do you need them?
Marketing Mix Modeling

Advertising response curves: What are they and why do you need them?

Feb 4, 2025 10 min read
How to measure Meta correctly? Part 2: Add offline sales impact
Typical difference between Last-click and MMM when evaluating performance of Meta
Marketing Mix Modeling

How to measure Meta correctly? Part 2: Add offline sales impact

Nov 7, 2024 6 min read
How to measure Meta correctly? GA4 vs. MTA vs. MMM
Meta Ads calibration multipliers for Google Analytics 4 last-click
Marketing Mix Modeling

How to measure Meta correctly? GA4 vs. MTA vs. MMM

Sep 17, 2024 4 min read
Marketing budgeting season is here with five best practices to follow.
Marketing budgeting season has started! Follow these five best practices
Marketing Mix Modeling

Marketing budgeting season is here with five best practices to follow.

Aug 12, 2024 5 min read
Calibrating Marketing Mix Models with Experiments and Attribution data
Calibrating Marketing Mix Models with Experiments and Attribution data
Marketing Mix Modeling

Calibrating Marketing Mix Models with Experiments and Attribution data

Aug 12, 2024 10 min read
How Performance Marketers Use MMM to Maximize Campaign ROI
Maximizing Campaign Success: How Performance Marketers Use MMM to Boost ROI?
Marketing Mix Modeling

How Performance Marketers Use MMM to Maximize Campaign ROI

May 20, 2024 5 min read
Why these 3 Marketing Mix Modeling Myths are wrong?
Why these 3 Marketing Mix Modeling Myths are wrong?
Marketing Mix Modeling

Why these 3 Marketing Mix Modeling Myths are wrong?

May 13, 2024 4 min read
How to Set a Target ROAS That Reflects True Incrementality
How to set a Target ROAS that takes true incrementality of the campaign into account?
Marketing Mix Modeling

How to Set a Target ROAS That Reflects True Incrementality

Apr 28, 2024 4 min read
How Can You Unlock the Full Potential of MMM with Campaign Dimensions?
How to unlock the full potential of Marketing Mix Modeling: The crucial role of Campaign Dimensions
Marketing Mix Modeling

How Can You Unlock the Full Potential of MMM with Campaign Dimensions?

Apr 23, 2024 2 min read
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