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

When’s the last time your windshield fogged over while driving down the street? You may have known exactly where you wanted to go, but the view ahead of you was … Continued

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

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

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.