A real MMM walkthrough from an expert
Marketing mix modeling can be quite an intricate and complex subject matter. There are loads of variables to take into account, lots of data to keep t...
Published March 3, 2023
Incrementality: what, why, and how to?
With budget constraints tightening and increasing economic uncertainty, marketing measurement is the guiding light for all those within the industry, ...
Published March 3, 2023
A better way to think about vanity metrics in marketing
The word vanity is often reserved for those who showcase an inflated sense of pride in themselves. It also indicates that something is empty, worthles...
Published March 2, 2023
The importance of owning your reporting data
In July 2019, Google announced their new “App + Web” property, which would later be renamed to Google Analytics 4. Immediately post announcement, most...
Published February 28, 2023
The expert's guide to retargeting - 2024 edition
As the third-party cookie prepares to crumble and it keeps getting harder to reach the right audience, the way marketers buy ads will have to change. ...
Published February 24, 2023
How GA4 improves with other Google products
You’re a smart digital marketer. Which means you already have your Google Analytics 4 account up and running already, right? Of course! One of the fir...
Published February 23, 2023
Ad campaign optimization: six strategies 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...
Published February 21, 2023
Five smart data-driven marketing experiments
Data plays a leading role in all aspects of life and should also be an integral part of your marketing strategy. A recent Nielsen survey found that re...
Published February 17, 2023
GA4 brings machine learning to the forefront
As we covered here, Google Analytics 4 has a few new features and structures that set it apart from Universal Analytics. One of the most important str...
Published February 16, 2023
Six tips on how to analyze marketing data
You've likely heard that data is your organization's lifeblood — yet many businesses aren't harnessing its power. While 59% of marketing teams claim t...
Published February 14, 2023
