Model calibration may sound like a technical term reserved for data scientists, but it’s a crucial concept for any marketer relying on marketing mix modeling (MMM) for insights. In simple … Continued

If you’re running TikTok Shop campaigns, you’ve probably noticed something frustrating: the performance data TikTok shows you doesn’t tell the complete story. Your lifestyle content and brand storytelling might look … Continued

The writing has been on the wall for years: consumer privacy isn’t just a compliance checkbox—it’s becoming a key differentiator for brands. Over a third of Americans now use ad … Continued

Marketing measurement has taken some interesting turns recently. With privacy changes impacting tracking abilities, many marketers are turning to marketing mix modeling (MMM). But there’s a twist—some companies suggest that … Continued

You’re spending millions on digital marketing. Your ecommerce dashboard looks solid. Meta is performing. TikTok is scaling. YouTube is building awareness. But what about all those sales happening at CVS? … Continued

Incrementality testing has become a cornerstone of marketing measurement for many brands. It’s easy to understand why—the promise of measuring true lift from your marketing efforts is compelling. But there’s … Continued

Your TikTok Shop campaigns are crushing it. The TikTok Shop analytics dashboard looks good. Sales are rolling in. ROAS is solid. But here’s what TikTok’s reporting can’t show you: the … 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

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

Running ads across dozens of channels—search, social, display, email, offline, and everything in between—creates a familiar headache for modern marketers: which of these channels is actually working? Without clear media … Continued