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Marketing measurement lessons learned and what to expect in 2025
2025 will be the year marketing teams either master measurement or fall behind. With a greater focus on marketing mix modeling (MMM) and triangulation...
Behind the metrics with Tim Kreienkamp
Reliable data doesn’t just happen. It takes real expertise to vet and curate data, clean inconsistencies and ensure every report reflects your busines...
Why a data hub is essential for marketing measurement
You can't make effective marketing decisions with bad data. Period. In an age where numbers drive marketing, if you're still relying on fragmented dat...
Top multi-touch attribution tools for 2025
Multi-touch attribution (MTA) is a critical tool in digital marketing, helping businesses understand the impact and influence of each customer touchpo...
How to read a marketing measurement report
Misinterpreting marketing measurement results can be costly. When you’re unclear on what impacted campaign performance or debating where to allocate n...
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...
A cost-benefit analysis of martech investments for CFOs
CFOs oversee every dollar spent, yet 56% of martech tools go used. How do you ensure your investments drive measurable financial results? Your decisio...
Should you use an MMM consultancy or MMM software?
In today’s privacy-conscious world, digital marketers are facing a fundamental shift: the traditional methods of tracking user behavior are disappeari...
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 to measure advertising incrementality
You know the challenge. If you want to understand — and validate — ad spend, you need to prove your ads are driving growth. When you take the ad data ...
