Measurement

Subscribe and stay up to date on the latest trends

A stop sign on a pastel background
Measurement

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 balance weighing the costs and benefits
Measurement

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...

A chicken and an egg to represent the choice
Measurement

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...

Measurement

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...

A domino leaning against others to demonstrate cause and effect
Measurement

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 measurement tools
Measurement

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...

Working with modeling clay
Measurement

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...

Chess pieces on a board representing checkmate
Measurement

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...

top MMM tools
Measurement

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...

marketing measurement approach
Measurement

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...