A customer sees your TikTok ad while scrolling at lunch, reads your blog post that evening, clicks an email campaign two days later, and finally converts after searching your brand … Continued

Your MMM results just landed. Facebook looks way stronger than you expected. TikTok looks weaker. That campaign you thought was crushing it? The model says it’s mediocre. So what do … Continued

You’ve probably noticed that two customers with identical demographics—same age, same income, same location—can behave completely differently when it comes to your brand. One might browse your site weekly but … Continued

A potential customer sees your TikTok ad while scrolling during lunch, clicks a Google Ads result two days later, opens your email newsletter the following week, and finally converts through … Continued

You’re staring at three different dashboards. Facebook says your campaign drove 500 conversions. Google Analytics claims 350. Your CRM shows 275. They can’t all be right—but which one do you … Continued

A supplement brand spent six months scaling their YouTube awareness campaigns based on attribution showing strong performance. Their model assigned 30% credit to YouTube using a time-decay framework—recent touchpoints got … Continued

You’ve probably sat in a meeting where someone pitched a campaign idea based on a hunch. “I think our customers would love this,” they say, or “This worked at my … Continued

Solving brain teasers don’t appear on any marketer’s JD and, yet, here we are. You’re regularly dealing with situations like this: A customer sees your Instagram ad on Monday, clicks … Continued

Multi-channel attribution has become the go-to measurement approach for marketers who’ve outgrown last-click tracking. It promises to show how different channels work together to drive conversions, giving credit to multiple … Continued