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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 to read a marketing measurement report
Misinterpreting marketing measurement results can be costly. When you’re unclear on what impacted campaign performance or debating where to allocate n...
Common marketing mix modeling mistakes and how to avoid them
Marketing today is more complex than ever, making it incredibly difficult to understand how different channels impact sales. Marketing mix modeling (M...
A cost-benefit analysis of martech investments for CFOs
CFOs oversee every dollar spent, yet 56% of martech tools go used. How do you ensure your investments drive measurable financial results? Your decisio...
Should you use an MMM consultancy or MMM software?
In today’s privacy-conscious world, digital marketers are facing a fundamental shift: the traditional methods of tracking user behavior are disappeari...
Why CLV attribution is the key to smarter marketing
Marketers pour time and resources into tracking the entire customer journey. They optimize every touchpoint, refine content and strive to create seaml...
How to measure advertising incrementality
Marketers today face a never-ending challenge: proving that advertising is driving growth. You’re expected to justify strategy, defend budget and show...
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...
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...
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...
