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What does data democratization mean for marketers?
You know by now that we say “data is beautiful” all the time at Funnel – but today we’re changing the record, because data democratization is beautifu...
Three approaches to SEO goal setting
Tracking results is essential in digital marketing. Not only in advertising and performance marketing, but also in SEO. And while you can track SEO pe...
Data literacy: Six actions for data-savvy marketers in 2023
In our recent study, The Marketing Data State of Play 2023, we explored the biggest challenges marketers face with collecting, managing, and analyzing...
How to master data maturity for future success
As we grow older, our worldviews shift according to our lived experiences. We learn how to manipulate the environment around us to help us thrive and ...
Top marketing KPIs explained
William Shakespeare once pondered the question: “What’s in a name?” The same question could be asked of the multitude of KPIs that modern digital mark...
Marketing efficiency ratio – explaining MER in marketing
As a digital marketing professional, you know some metrics matter, and some metrics miss the mark. Marketing efficiency ratio (or MER, for short) fall...
What is incrementality? The marketer's guide for 2025.
With budget constraints tightening and increasing economic uncertainty, marketing measurement is the guiding light for all those within the industry, ...
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...
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...
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...
