Christopher Van Mossevelde

Articles byChristopher Van Mossevelde

Head of Content at Funnel, Chris has 20+ years of experience in marketing and communications.
how to measure marketing

How do we measure marketing success?

Imagine sitting in a boardroom, and a confident agency representative presents your quarterly marketing performance. They have analyzed your data with...

customer journey

Conquering the customer journey

In a recent webinar, industry leaders from Center Parcs, Funnel, and Equancy shared valuable insights into the evolving landscape of customer journeys...

mmm vs mta

Multi-touch attribution vs. marketing mix modeling

Marketing mix modeling (MMM) and multi-touch attribution (MTA) are key methods in marketing analytics. While MMM offers a macro-level view of marketin...

agencies and data warehouses

How agencies can harness the power of data warehouses

Funnel recently conducted an insightful interview with Julian Modiano, the co-founder and CEO of Acuto, a Funnel solution partner. In this discussion ...

what are KPIs

What are KPIs?

Key performance indicators (KPIs) are a type of performance measurement that tracks progress toward an intended objective or goal. They ensure you're ...

humans vs ai

Who makes better ads: humans or AI?

Breaking news! Large language models and other artificial intelligence tools may have the power to reshape marketing as we know it. Okay. That’s not b...

content marketing 101

The Simple, No-B.S. Guide to Content Marketing

The other day, my kid asked, "Dad, what do you do for a living?" After some reflection, I replied, "I write and tell stories." He gave me a puzzled lo...

collaboration for marketing teams

Collaboration now! How to build a harmonious marketing team

There’s no getting around it: collaboration breeds success. The trouble is, as organizations grow and become more complex, it is increasingly harder t...

How we navigate content marketing measurement

When driving, GPS is a lifesaver in preventing me from getting lost. Similarly, content marketers must have SMART goals and a data-driven approach to ...

what is tag management

What is tag management?

Check out the source code on your favorite website, and you'll probably notice strings of code like "spotlight tag" and "floodlight tag" — also known ...