Together, Building a New Era of Marketing Measurement
- Contributor
- Feb 1, 2023
- 2 min read
Welcome to IIM, the Integrated Impact Modeling Community.
We are not a firm. We are not a think tank. We don’t offer a miracle metric or a software subscription.
We are a collective, a living, evolving research hub powered by marketing experts, university students, and curious minds who agree on one central truth:
Attribution is dead. And we think that’s a good thing.
Why We Exist
For the past twenty years, marketers have been promised that perfect attribution was just around the corner. If we just tracked more, pixel'd harder, or added one more AI model, we'd finally see the whole customer journey.
It never happened.
Instead, we ended up with fragmented data, shallow insights, and a growing gap between what we say marketing is doing and what it actually delivers.
Integrated Impact Modeling (IIM) is our answer to that gap. Not a product. Not a dashboard. A methodology rooted in systems thinking, signal analysis, and real-world behavior, not just browser sessions and last-click data.
Who We Are
We are a growing global community of:
University students rethinking marketing science in a post-cookie world
Brand strategists and CMOs who are tired of vanity metrics
Performance marketers searching for more than click-through rates
Data scientists exploring signal-based systems
Retail analysts, agency leaders, product managers, and growth operators
All united by a shared mission: to build something better, together.
We draw from the sciences that have long measured impact without direct visibility, climate science, economics, and epidemiology and apply those models to marketing. We believe our field can evolve just as they have.
What We Study
IIM is part of the open-source movement. We research and develop models for:
Measuring marketing effectiveness without relying on attribution paths
Connecting digital exposure to real-world demand signals like store visits, inquiries, distributor reports, and regional trends
Using geo-targeting, QR codes, UTM tracking, and partner feedback loops to build reliable demand models
Applying machine learning and pattern detection to map behavior in complex, multi-touch ecosystems
Designing marketing systems that are ethical, resilient, and future-proof
This is not just theory. IIM is already being tested across retail, B2B, franchise, wholesale, and influencer-based ecosystems.
What We Believe
Marketing is a system, not a funnel
Measurement should be adaptive, not absolute
Influence occurs even when it can’t be directly attributed
Data should guide decisions, not overfit conclusions
The future of measurement must be community-built, not platform-dependent
Join Us
This is not a launch. It’s an invitation.
If you’ve ever asked, “How do we know this is working?” and felt unsatisfied with the answers; you belong here.
Whether you're a student with bold questions, a practitioner facing real-world complexity, or a builder ready to rethink how we measure marketing, there's a place for you in this community.
We’ll share ideas. Test models. Break a few rules. And together, we’ll move marketing from attribution to impact.
The future of marketing measurement won’t be decided by one platform. It will be shaped by all of us. Welcome to IIM.
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