The Marketing Context Graph

A practical framework for causal marketing measurement and auditable budget decisions. Because channels influence one another and decisions lose their reasoning, this governed, time-aware solution fixes both – cutting budget-decision error by up to 43% and answering 100% of why questions.

Marketing Context
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Peer-reviewed publication

The Marketing Context Graph: A Governed Substrate for Causal Marketing Measurement and Auditable Decision Provenance

Anil Singh & Rajeev Nair · Lifesight · Social Science Research Network (SSRN)

Two Problems, One Architectural Gap

Marketing channels don’t work in isolation, and marketing decisions don’t explain themselves. Both problems come from the same place: measurement systems that throw away structure.

Measuring the Halo Effect

A channel’s true value is both its direct effect on sales and every indirect effect it creates through other channels. We inject an experimentally measured “halo” effect into the model as an informed starting assumption.

Decision Provenance

Systems of record capture what ads were run and the budget spent, but they miss what evidence was considered. The MCG treats each budget decision as its own object linked to the policy that caused it and the evidence that supported it.

Cross – Region Transport

Copy-pasting a result gets worse as places diverge. Governed transport stays 4-6x more accurate than a target-only estimate with limited experimental data, and it knows when to decline rather than quietly guessing.

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