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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A Swiss Army knife.
Data

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...

A multi-port USB hub.
Data

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 explained
Measurement

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...

Magnifying glass representing online search
Marketing

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...

semantic layer definition
Data

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...

A question mark on a pastel background
Marketing

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 ...

Zoomed in view of calculator keys
Data

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...

Incrementality testing can help uncover huge savings
Measurement

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, ...