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

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

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

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

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

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

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

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

In 2019, we thoroughly evaluated available open-source MMM solutions, and determined they wouldn’t suffice for what we intended to deliver for marketers.

Truly data-driven attribution requires unbiased analysis, comprehensive data coverage, and actionable insights that reflect real world marketing dynamics.