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Marketing mix modeling limitations and what MMM can’t tell you
You’ve probably asked it before: “Can we break this down by campaign?” It sounds like a reasonable request. If marketing mix modeling (MMM) can tell y...
Everything you need to know about marketing data integration
Marketing teams have never had more data, and they’ve never trusted it less. It’s a classic too many cooks in the kitchen situation. Your ad platforms...
Why your best-performing channel might be your biggest waste
Your best-performing channel might be where you're wasting the most money. It sounds counterintuitive, but it's a pattern that constantly plays out in...
Everything you need to know about marketing measurement
Which campaigns are actually driving growth, and which are just noise? As a marketer, you’ve probably run into a similar problem: dashboards don’t mat...
Measurement is quietly redistributing power inside marketing
Walk into the quarterly business review at a sophisticated marketing organization and you can predict the conversation. The marketing mix model (MMM) ...
Finding your next best dollar: The question every marketer asks (but few can answer)
Every marketing team wants to answer this question: where should the next dollar go? It sounds simple, but most teams don’t have a confident answer. A...
Why Claude and ChatGPT still can't answer your marketing questions — and how an MCP fixes it
Marketing teams are using AI more than ever. But the answers still don't feel reliable. That's not a coincidence, it's a data problem. And that proble...
Marketing measurement is becoming a system, not just a model
Marketing measurement is changing. Not because of new tools, but because marketing itself has changed. Customer journeys now span multiple channels. A...
Top multi-touch attribution (MTA) tools for 2026
Multi-touch attribution (MTA) has long been a critical tool in digital marketing, helping businesses understand how different customer touchpoints inf...
14 Instagram best practices to grow your audience and reach
Instagram reaches over 2 billion monthly active users, and ad spend on the platform grew 21% year-over-year in Q3 2025, according to a recent digital ...
