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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 ...
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...
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...
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 ...
