Your Q3 performance tanked. Facebook ROAS dropped 40%. Google campaigns struggled. Your boss wants answers, and everyone’s pointing fingers at creative fatigue or audience saturation. But what nobody mentions is … Continued

Your TikTok campaign ended three weeks ago, but people are still converting from it today. Your podcast sponsorship from last quarter is still driving branded searches. Your influencer collaboration from … 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

Every marketing textbook teaches the same gospel: spend more, get diminishing returns. Double your budget, expect less than double the results. It’s marketing law, carved in stone since Economics 101. … 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.

A luxury car dealership and a candy bar company both run the same Facebook campaign optimization strategy. They both track conversions over a 7-day window. They both judge success using … Continued

You run a two-week incrementality test on your YouTube awareness campaign. Results come back showing minimal lift. Your boss says “Cut the YouTube budget—it’s not working.” Six months later, your … Continued