Choosing the right measurement approach to balance your campaigns
Marketing today is like a high-stakes acrobatic show. Every move has to be well-timed, perfectly balanced and precisely executed. For brands, the choi...
Bayesian statistics explained by surfing
Marketers are like surfers. Every day, we must traverse the ebbs and flows of consumer behavior. Sometimes, we ride high, while other times, it feels ...
Deterministic vs. probabilistic attribution
In modern marketing, understanding user behavior is essential. Knowing what consumers want and how they interact with various touchpoints empowers mar...
Justifying spend: why 'marketing ROI' isn’t enough
Marketing ROI (return on investment) is notoriously tricky to calculate. Yet, most marketers continue to plow on, trying to capture accurate ROI to ju...
All you need to know about geo holdout testing
Understanding the effectiveness of campaigns gives marketers several advantages. From adjusting spend for maximum results to advising stakeholders whe...
Unified marketing measurement: the next generation of marketing attribution
With cookie deprecation and stricter tracking regulations, it's becoming more challenging to measure the impact of marketing activities and their cont...
Multi-touch attribution vs. marketing mix modeling
Marketing mix modeling (MMM) and multi-touch attribution (MTA) are key methods in marketing analytics. While MMM offers a macro-level view of marketin...
Marketing Mix Modeling experts share their secrets
Marketing mix modeling is having a moment. In a digital marketing world dominated by “black box” algorithms, GDPR, and the deprecation of third-party ...
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...
What is marketing mix modeling?
Marketing mix modeling (or MMM) is a powerful statistical analysis technique that uses sales and marketing data to estimate the impact of marketing ac...