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How to do MMM analysis with regression
A while back, I was in a meeting with a marketing team, a sales lead and the CFO. They were all looking at the same results, but from three different ...
Common marketing mix modeling mistakes and how to avoid them
Marketing today is more complex than ever, making it incredibly difficult to understand how different channels impact sales. Marketing mix modeling (M...
Why CLV attribution is the key to smarter marketing
Marketers pour time and resources into tracking the entire customer journey. They optimize every touchpoint, refine content and strive to create seaml...
How the triangulation tango reignites marketing measurement
Relying on last-click attribution is like taking a photo as the last lick of paint goes onto your new custom home and expecting that picture to repres...
Unified marketing measurement: the next generation of marketing attribution
With cookie deprecation and stricter tracking regulations, it's becoming more challenging to measure the impact of marketing activities and their cont...
Trinity of marketing measurement: holistic marketing measurement
Since GDPR came into effect in May 2018, user journey tracking has been on the decline, and tracking all users on websites and mobile apps has become ...