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# Signal Depth

> Signal Depth is a B2B SaaS marketing measurement platform that brings simple but rigorous incrementality testing, causal lift testing, and geo-experiments to mid-market brands.

## About Us
Signal Depth helps marketing teams prove the true incremental impact of their media spend. We replace fragile, cookie-based deterministic tracking (like GA4 or ad platform black-box models) with rigorous, open-source data science. Our goal is to provide CFO-ready certainty on every marketing dollar spent without requiring an in-house data science team or expensive consulting retainers.

**Key Personnel:** Alex Robb (Co-Founder & Chief Data Scientist)

## Core Methodology
Our infrastructure is built exclusively on peer-reviewed, open-source econometric frameworks:
* **Synthetic Control Method (SCM) & Generalized Synthetic Control (GSC):** Powered by architectures like Meta's GeoLift and Google's Meridian.
* **Causation over Correlation:** Measures true incremental lift rather than correlative, biased attribution.
* **Zero Cookie Dependency:** Relies purely on first-party, aggregate geographic revenue data (DMA, Zip, or State) and platform ad spend. No PII or user-level tracking required.
* **Enforcing SUTVA (Stable Unit Treatment Value Assumption):** Uses iterative market selection and buffer zones to prevent data spillover between test and control markets.

## Key Platform Features
* **Retrospective Geo-Audits:** Uses 12 months of historical city-level data to build a "Digital Twin" counterfactual, isolating true incremental lift.
* **The SignalPrep Engine (Data Integrity):** Automates outlier winsorization, missing value interpolation, variance stabilization, and L2 Regularization (Ridge Regression) to prevent overfitting.
* **Automated Power Analysis & MDE:** Simulates historical tests to calculate the Minimum Detectable Effect (MDE), determining required budget and duration before a test begins.
* **Experiments Library:** Ready-to-run incrementality test templates for channels like Google PMax, Meta Advantage+, CTV, and YouTube.
* **Multi-Placebo Noise Validation:** Runs rolling In-Time Placebo (A/A) tests to calculate natural baseline variance, subtracting noise to deliver a risk-adjusted, CFO-approved iROAS.

## Important Links
* [Home](https://www.signaldepth.com/)
* [About Signal Depth](https://www.signaldepth.com/about/)
* [Methodology](https://www.signaldepth.com/methodology/)
* [Insights & Blog](https://www.signaldepth.com/category/insights/)
* [Book a Call / Contact](https://www.signaldepth.com/contact/)

## Free Marketing Analytics Tools
Signal Depth offers a suite of free calculators for marketers:
* [Statistical Significance Calculator](https://www.signaldepth.com/tools/statistical-significance-calculator/)
* [Incremental ROAS (iROAS) Calculator](https://www.signaldepth.com/tools/incremental-roas-iroas-calculator/)
* [Break-Even ROAS & Target CPA Calculator](https://www.signaldepth.com/tools/break-even-roas-target-cpa-calculator/)
* [MDE & A/B Test Duration Calculator](https://www.signaldepth.com/tools/mde-a-b-test-duration-calculator/)
* [Customer Lifetime Value Calculator](https://www.signaldepth.com/tools/customer-lifetime-value-calculator/)
* [ROAS Calculator](https://www.signaldepth.com/tools/roas-calculator-return-on-ad-spend/)
* [All Tools](https://www.signaldepth.com/tools/)