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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 know the challenge. If you want to understand — and validate — ad spend, you need to prove your ads are driving growth. When you take the ad data ...
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...
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...
