You’re driving to an important meeting and your GPS confidently tells you to turn left. Into a lake. You’d question those directions before following them, right? You’d check the map, … Continued

Marketing measurement sits at a critical crossroads. As brands navigate an increasingly complex landscape of channels and tactics, the quest for reliable performance insights has never been more important. Many … Continued

When evaluating a marketing mix model (MMM), two terms frequently come up: calibration and validation. While both processes aim to ensure your model delivers accurate insights, they serve fundamentally different … Continued

Anyone who’s played a video game knows that sometimes their physics engines don’t quite match reality. Objects float mysteriously, characters clip through walls, and horses climb vertical mountains. The games … Continued

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