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Recent Thoughts.

We built something new (and here’s why it matters for your marketing)
July 15, 2025

We built something new (and here’s why it matters for your marketing)

We’re excited to share our completely new forecasting and optimization model that we built from scratch.

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Saatva CMO on going from search-only DTC to leading omnichannel brand
June 4, 2025

Saatva CMO on going from search-only DTC to leading omnichannel brand

Saatva reveals how AI-powered marketing mix modeling (MMM) fuels their decision-making and omnichannel growth.

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What are confounding variables and why do they matter in marketing?
May 14, 2025

What are confounding variables and why do they matter in marketing?

The stakes are high: misattributed success can lead to overinvestment in underperforming channels.

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How your bottom of funnel is driven by your top of funnel
May 8, 2025

How your bottom of funnel is driven by your top of funnel

The truth is that your bottom of funnel success depends entirely on having a healthy, well-funded top of funnel.

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Understanding a point of diminishing returns in marketing
May 6, 2025

Understanding a point of diminishing returns in marketing

While the concept of diminishing returns is sound, the real-world application is far more complex.

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What actually matters when we talk about ROI in marketing
May 1, 2025

What actually matters when we talk about ROI in marketing

The goal is to develop a more comprehensive understanding of marketing’s true impact.

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6 Reasons your MMM platform should be the last tool you cut
April 28, 2025

6 Reasons your MMM platform should be the last tool you cut

Here’s why your MMM platform should be the last thing you consider cutting when budgets get tight.

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What do we know about OTT advertising efficiency?
April 23, 2025

What do we know about OTT advertising efficiency?

Despite growing investment, marketers still grapple with a crucial question: how efficient is OTT advertising really, and how do we measure its true impact?

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What is a carryover effect & how does it apply to marketing?
April 18, 2025

What is a carryover effect & how does it apply to marketing?

Carryover effects are the continued influence of marketing activities after their conclusion, and they’re critically important for marketers to understand.

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Is marketing efficiency ratio (MER) truly a helpful metric?
April 16, 2025

Is marketing efficiency ratio (MER) truly a helpful metric?

Marketing efficiency ratio (MER) attempts to capture your entire marketing ecosystem. The simplicity is appealing, but does it provide meaningful guidance?

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