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Authors and Reviewers

We publish marketing analytics content with named authors, reviewer oversight, and documented update dates.

Priya Malhotra

Lead Content Strategist, Marketing Finance & Measurement

Expertise: Paid media measurement, ROI attribution modeling, ROAS interpretation, profitability threshold analysis, and conversion rate optimization.

Background: 8+ years in marketing operations and performance analytics. Previously managed $20M+ annual media budgets across DTC, SaaS, and e-commerce verticals. Specializes in reconciling platform attribution with incremental lift studies and unit economics frameworks.

Publications & Speaking: Featured in Growth Marketing publications and has consulted with 100+ companies on ROAS benchmarking and break-even analysis.

Rahul Verma

Data Quality & Formula Accuracy Lead

Expertise: Statistical validation, financial modeling, test case design, and formula accuracy verification across diverse business models.

Background: 10+ years as a data analyst and financial modeler. Certified in data validation and has audited calculation engines for compliance and accuracy. Tested 500+ marketing finance scenarios to ensure calculator robustness.

Focus: Validates all ROAS Tools formulas against real campaign data, edge cases, and industry benchmarks before publication.

ROAS Tools Technical Review Team

Product, Engineering & Schema Review

Responsibilities: Reviews calculator logic, implementation accuracy, schema validation, and methodology consistency across all tool pages.

Background: Dedicated software engineers and product specialists with expertise in financial modeling, web application security, and accessibility compliance.

Standards: All tools meet WCAG 2.1 AA accessibility standards, use signed formulas for verification, and include peer review before every release.

Editorial Standards & Quality Assurance

  • Named authorship: Every major guide, calculator, and methodology page has a named author and designated reviewer listed.
  • Published and reviewed dates: All pages include creation and last-verified dates so readers know content freshness (currently maintained through February 2026).
  • Formula verification: Every calculator formula is tested against 50+ real-world scenarios before publication and after updates.
  • Source documentation: Method references, data sources, and assumption limits are linked directly on content pages.
  • Peer review process: All significant changes go through blind peer review with subject matter experts before release.
  • Accessibility compliance: All tools meet WCAG 2.1 AA standards for fair access to financial tools.
  • Regular updates: Benchmarks are refreshed monthly, methodology is reviewed quarterly, and tools are tested against platform API changes continuously.