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What you need to know about open-source marketing mix modeling
Every marketer wants to know one thing: what is the true impact of my advertising spend? Marketing mix modeling (MMM) promises to deliver the answer. ...
Looking at your media plan as a financial portfolio
A strong media plan gives you clarity and direction. Think of it like investing. You wouldn’t throw all your money at a handful of stocks and walk awa...
How marketing and finance can break down data silos for faster growth
Marketing and finance don’t wake up each day looking for a fight. But when campaign launches get delayed by budget approvals or finance challenges the...
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 ...
