Christopher Van Mossevelde

Articles by Christopher Van Mossevelde

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

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Incrementality testing can help uncover huge savings
Data

What is incrementality testing?

An incrementality test is a randomized controlled experiment that divides people into two groups: one that sees your marketing campaign (the treatment...

A solved Rubik’s cube
Data

What BI and IT leaders should look for in a marketing data integration solution

It starts innocently enough. A new marketing platform gets added to the stack. At first, it’s just another integration to manage, but you know what’s ...

Small shopping cart on a laptop
Marketing

How to boost revenue with Shopify analytics

With nearly 5 million active Shopify stores worldwide, you're in good company if your business uses this ecommerce platform. Like millions of others, ...

Scrabble letters spelling B2B
Marketing

B2B marketing measurement done right

You built the campaign, hit the KPIs and pulled together a clean report. But when it lands in the CFO’s inbox, the questions start. What did this actu...

neuroscience-backed ways to improve workplace productivity
Trends & News

Neuroscience-backed ways to improve workplace productivity

Disengagement is a silent killer of workplace productivity. It costs the global economy $8.8 trillion each year, nearly 9% of GDP. In the U.S. alone, ...

A self-serve kiosk monitor with generic analytics on the screen
Data

Self-serve analytics will free marketing from IT and data bottlenecks

You shouldn’t need a ticket to see your own performance. But you know how it goes. You launch a campaign. The results pour in — but the insights are b...

Consistent visuals and messaging build a stronger brand
Marketing

Why brand consistency drives growth

How long do you really stop and engage with an ad? Generally, people don’t spend more than a few seconds on an ad, if even that. For mobile ads that t...

top marketing campaign 2025
Marketing

15 best marketing campaigns according to Funnel

Creating a standout marketing campaign is no easy feat, especially in a world where consumers are constantly bombarded with ads. From social media fee...

Pipework on a wall
Data

Stop babysitting data pipelines and get ETL automation

Marketing data is often fragmented, inconsistent and constantly changing. Your marketing team pulls data from multiple platforms, each with different ...

Reporting

Automated reporting is the secret to stress-free client relations

Client reporting shouldn’t be a time-consuming headache. Yet, for most agencies, it is. The good news? Automation can fix it. Clients don’t just want ...