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What makes an MMM model “good”? A data scientist’s perspective
When millions in media spend hang in the balance, one modeling error can cost your team its budget — and your brand its growth trajectory. Marketing m...
Digital marketing sucks
Editor’s Note: The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of Funnel. T...
Behind the metrics with Tim Kreienkamp
Reliable data doesn’t just happen. It takes real expertise to vet and curate data, clean inconsistencies and ensure every report reflects your busines...
Ad campaign optimization: eight tips for success
North American companies spent over $297.5 billion on ad campaigns in 2021. Researchers expect that number to keep growing over the next few years. By...
Why a data hub is essential for marketing measurement
You can't make effective marketing decisions with bad data. Period. In an age where numbers drive marketing, if you're still relying on fragmented dat...
Top multi-touch attribution tools for 2025
Multi-touch attribution (MTA) is a critical tool in digital marketing, helping businesses understand the impact and influence of each customer touchpo...
How to leverage ETL for marketing data
Marketing data is everywhere — from ad platforms to CRMs, analytics tools and spreadsheets. But if you don’t have a system that brings it all together...
2025 guide to advertising on Pinterest
Pinterest advertising is as unique as its community. Users of Pinterest, also known as Pinners, aren’t on the platform for social interaction. They pr...
9 Instagram ads best practices to try
In today's cloudy economic climate, it's essential to invest in effective advertising campaigns that produce strong results. One way to do that is thr...
Why data storytelling matters (with examples)
As ad costs increase, the pressure to justify performance keeps going up as well. The reality is that budget approvals hinge on how well you present r...
