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What brand salience really means (and why it matters)
You’re in an unfamiliar city, desperate for a morning coffee. What brand pops into your head first? Probably Starbucks. That moment when a brand insta...
What is media planning, and why is it so hard?
Imagine throwing away $123.1 million. That’s how much digital advertisers wasted in just three months, according to Next&Co’s Q2 2024 audit. On av...
Marketing data analysis — 6 pro tips to turn numbers into insights
Dashboards in three tabs. Slack pings. Stakeholders are waiting for answers by 5 p.m. The numbers are pouring in, but the story doesn’t add up. One ca...
Looking at your media plan as a financial portfolio
A strong media plan gives you clarity and direction. Think of it like investing. You wouldn’t throw all your money at a handful of stocks and walk awa...
How marketing and finance can break down data silos for faster growth
Marketing and finance don’t wake up each day looking for a fight. But when campaign launches get delayed by budget approvals or finance challenges the...
What marketers can learn about blending data from intelligence agencies
Picture an analyst deep inside a government intelligence bunker. Screens flicker with satellite images, intercepted messages, market reports and agent...
The hidden costs of DIY marketing data engineering
When the campaign team asks why their spend data is three days behind, the dashboard breaks or the CMO wants to know why ROAS dropped but the numbers ...
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...
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...
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...
