Measurement

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essential measurement tools
Measurement

Essential marketing measurement tools for effective campaigns

How do you get your finance team or CFO to sign off on investment for your marketing efforts? By proving beyond a shadow of a doubt that your marketin...

Working with modeling clay
Measurement

Why marketing attribution models aren’t enough

You need to understand which marketing activities make a dent in your bottom line. Marketing attribution models are one way to do this. They’re powerf...

Chess pieces on a board representing checkmate
Measurement

Why marketing attribution is broken and what to do about it

Philadelphia retailer John Wannamaker said over a century ago, “Half the money I spend on advertising is wasted; the trouble is I don’t know which hal...

top MMM tools
Measurement

5 best MMM software options for 2025

Marketing mix modeling (MMM) used to be a very tedious process. Consultants would charge tens of thousands of dollars for it, spend three months colle...

top mta tools
Measurement

Top multi-touch attribution tools for 2025

Multi-touch attribution (MTA) is a critical tool in digital marketing, helping businesses understand the impact and influence of each customer touchpo...

Triangulation Tango
Measurement

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...

marketing measurement approach
Measurement

A better approach to marketing measurement

Today, measurement confidence is low among marketers. While attribution modeling helps teams understand which efforts drive conversions — used in 36% ...

measurement methods
Measurement

Choosing the right marketing measurement approach

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
Measurement

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 ...

probabilistic attribution
Measurement

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...