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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...
What is incrementality testing?
An incrementality test is a randomized controlled experiment that divides people into two groups: one that sees your marketing campaign (the treatment...
How to do MMM analysis with regression
A while back, I was in a meeting with a marketing team, a sales lead and the CFO. They were all looking at the same results, but from three different ...
Marketing measurement lessons learned and what to expect in 2025
2025 will be the year marketing teams either master measurement or fall behind. With a greater focus on marketing mix modeling (MMM) and triangulation...
Behind the metrics with Tim Kreienkamp
Reliable data doesn’t just happen. It takes real expertise to vet and curate data, clean inconsistencies and ensure every report reflects your busines...
Why a data hub is essential for marketing measurement
You can't make effective marketing decisions with bad data. Period. In an age where numbers drive marketing, if you're still relying on fragmented dat...
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...
