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 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...
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...
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% ...
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 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...
