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Turning measurement insights into smarter budget decisions
Measurement only matters if it changes what you do next. That sounds obvious, but there's a common failure mode: teams invest in dashboards, models an...
Why most MMM projects fail (even when the model is right)
The real problem in modern marketing isn't a lack of measurement. It's a lack of conviction. This may seem counterintuitive at a time when measurement...
Everything you need to know about marketing measurement
Which campaigns are actually driving growth, and which are just noise? As a marketer, you’ve probably run into a similar problem: dashboards don’t mat...
Measurement is quietly redistributing power inside marketing
Walk into the quarterly business review at a sophisticated marketing organization and you can predict the conversation. The marketing mix model (MMM) ...
AI and marketing measurement: What’s changed in 2026 and what will stay the same
AI has become the default answer to almost every marketing question in 2026. Need faster reporting? AI. Better attribution? AI. Smarter budget allocat...
Marketing measurement is becoming a system, not just a model
Marketing measurement is changing. Not because of new tools, but because marketing itself has changed. Customer journeys now span multiple channels. A...
What you need to know about open-source marketing mix modeling
Every marketer wants to know one thing: what is the true impact of my advertising spend? Marketing mix modeling (MMM) promises to deliver the answer. ...
10 customer retention metrics and how to measure them
Tired of leaky funnels and acquisition costs eating your margins? Then you need to start obsessing over customer retention. The smartest marketers kno...
How the triangulation tango reignites marketing measurement
Relying on last-click attribution is like taking a photo as the last lick of paint goes onto your new custom home and expecting that picture to repres...
Multiple regression (MMM analysis) explained for marketers
The dashboard said conversions were up. So did the CRM. But nobody could agree on why. Paid search was ramped up. So was LinkedIn. A pricing promo als...
