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What marketers can learn about blending data from intelligence agencies
Picture an analyst deep inside a government intelligence bunker. Screens flicker with satellite images, intercepted messages, market reports and agent...
Crack the code on cross-functional leadership that aligns CFOs and CMOs
Let's be real, C-Suite friction isn’t anything new. But here’s the bottom line: companies with strong CFO-CMO alignment can unlock 20 to 40% more fina...
The 10 best data integration solutions for marketing in 2025
You’ve just wrangled five spreadsheets for marketing, renamed twenty campaign fields and built a dashboard no one will use until next week. Tomorrow? ...
10 customer retention metrics and how to measure them
Tired of leaky funnels and acquisition costs eating your margins? Then you need to start obsessing over customer retention. The smartest marketers kno...
How to create a culture of marketing experimentation
The numbers are in, and it looks like growth has stalled. Before you can assess what happened, people start putting performance under a microscope. Th...
Data integration vs. ETL — Which path is right for you?
Should you use an ETL tool or a specialized marketing data integration tool for your data? ETL (extract, transform, load) is a type of data integratio...
Marketing data warehouses explained
You’ve built a solid data stack. Warehousing, orchestration and governance are all in place. But then marketing launches a new campaign, adds another ...
Multiple regression (MMM analysis) explained for marketers
The dashboard said conversions were up. So did the CRM. But nobody could agree on why. Paid search was ramped up. So was LinkedIn. A pricing promo als...
The performance marketer’s guide to search advertising
Things are always changing in search advertising, but right now, the ‘shifting landscape’ feels more like an earthquake. Performance marketers face ri...
What is a semantic layer? How to fix messy metrics
Different teams, same campaign, conflicting reports — this type of data discrepancy happens all the time. The performance marketer thinks they’re smas...
