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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...
How MMM helps navigate economic uncertainty
When the economy turns, the pressure hits marketing first. Budgets shrink overnight. Forecasts get foggy. And suddenly, you’re being asked to do more ...
Bad data quality is silently bleeding your business
Imagine spending millions on a marketing campaign, only to realize your data was lying to you. This isn’t just a spreadsheet problem. It’s a strategic...
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...
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 ...
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, ...
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
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, ...
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...
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...
