You’ve probably noticed that two customers with identical demographics—same age, same income, same location—can behave completely differently when it comes to your brand. One might browse your site weekly but … Continued

A potential customer sees your TikTok ad while scrolling during lunch, clicks a Google Ads result two days later, opens your email newsletter the following week, and finally converts through … Continued

You’re staring at three different dashboards. Facebook says your campaign drove 500 conversions. Google Analytics claims 350. Your CRM shows 275. They can’t all be right—but which one do you … Continued

You’ve probably sat in a meeting where someone pitched a campaign idea based on a hunch. “I think our customers would love this,” they say, or “This worked at my … Continued

Solving brain teasers don’t appear on any marketer’s JD and, yet, here we are. You’re regularly dealing with situations like this: A customer sees your Instagram ad on Monday, clicks … Continued

Multi-channel attribution has become the go-to measurement approach for marketers who’ve outgrown last-click tracking. It promises to show how different channels work together to drive conversions, giving credit to multiple … Continued

If your MMM isn’t showing you how your YouTube campaign is boosting Amazon sales or how top-of-funnel spend lifts your Shopify conversions, it’s broken. Most marketing mix modeling (MMM) tools … Continued

You’ve been spending weeks on an elaborate YouTube campaign—filming videos, holding interviews, editing to perfection, the works. After all those weeks of effort (and the financial investment of the campaign), … Continued

Media mix modeling (MMM) is a statistical analysis method used to measure how different marketing channels contribute to business outcomes like sales, revenue, or conversions. When your ad budget strategy … Continued

This article will cut through the noise and help you understand the two main approaches to marketing measurement.