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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
You're probably familiar with the challenge of attribution. You want to understand and ratify your ad spend, you need to prove your ads are driving gr...
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...
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...
A better approach to marketing measurement
Today, measurement confidence is low among marketers. While attribution modeling helps marketing teams understand which efforts drive conversions — us...
