You’ve invested in Facebook ads, Google search campaigns, email sequences, and influencer partnerships. Sales are climbing, but when your CEO asks which efforts are actually working, you freeze. Your last-click … Continued

Weather forecasters can warn you about storms three days before the first raindrop falls. They analyze atmospheric patterns, temperature shifts, and historical trends to predict what’s coming. Meanwhile, most marketing … Continued

Your marketing team gathers for the quarterly performance review. Email campaigns show a conversion rate of 8%, and everyone’s ready to celebrate. But when you factor in the Facebook ads … 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

Your customer sees your Instagram ad in the morning, reads your blog post at lunch, gets retargeted on Facebook that evening, and finally converts through a Google search ad at … Continued

You’re celebrating your latest campaign’s return on ad spend numbers. The dashboard shows solid conversions, and your boss is happy. Then someone asks the uncomfortable question: “Would those customers have … 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

You’re juggling ad spend across Facebook, Google, email campaigns, and maybe even podcasts, and each channel is claiming credit for the same conversions. Meanwhile, your boss wants to know which … 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