Marketing Measurement

Challenges of marketing attribution: Why most solutions still fall short

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Understanding branded search campaign attribution in Prescient AI

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Direct vs. organic traffic: What the difference really tells you about your marketing

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What “Bayesian” actually tells you about an MMM vendor (and what it doesn’t)

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What is R-squared? A marketer’s guide to understanding model fit

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What is return on ad spend (ROAS)?

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What is a Bayesian hierarchical model? A marketer’s plain-English guide

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What is a good return on marketing investment?

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How mechanistic modeling solves the baseline leakage problem

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What is ACoS? The metric every advertiser should know (and its limits)

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How to calculate return on marketing investment

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The adstock effect in marketing: Why your ads keep working after you stop paying for them

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Return on marketing investment: How to calculate and improve your marketing ROI

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Why traditional MMMs can’t avoid baseline leakage (and why that matters)

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Is marketing efficiency ratio (MER) truly a helpful metric?

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Understanding marketing efficiency ratio (MER): A complete guide

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Baseline leakage: The hidden flaw destroying your marketing mix model

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Marketing effectiveness: Complete guide to measuring what actually drives growth

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How to measure TV advertising: A complete guide for modern marketers

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iROAS vs ROAS: Understanding true marketing impact

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What causality is in marketing and why it matters

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Why validation is critical for brands using an MMM

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Model validation in marketing mix modeling: What marketing leaders need to know

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AI attribution: Who really gets credit for growth?

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MMM models: Understanding marketing’s true impact

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How modern marketers are using cross-channel analytics for smarter decisions

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Is your attribution learning or just assuming?

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Maximize your ad spend: How marketing mix optimization can save budgets

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MMM data requirements for marketers who can’t afford to guess

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Marketing mix modeling vs. media mix modeling: Is there a difference?

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What is media mix modeling (MMM) and how does it help businesses advertise effectively?

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MMM vs MTA: Which marketing measurement approach actually works?

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What are confounding variables and why do they matter in marketing?

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Understanding a point of diminishing returns in marketing

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6 Reasons your MMM platform should be the last tool you cut

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Why your OTT advertising efficiency measurement is probably wrong

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What is a carryover effect & how does it apply to marketing?

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Understanding marketing halo effects and halo impact

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A comprehensive guide to tracking pixels

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How to market your business in light of iOS privacy

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Why you need an MMM

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Common misconceptions about MMMs

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How MMM can supercharge your growth stage: an expert guide

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Understanding marketing attribution & different methods

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How to track customers after third-party cookies go away

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What is marketing mix modeling, and can it help your business?

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Why you can’t trust pixels for tracking your conversions

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If you’re not spending on branded keywords, you’re advertising for your competitors

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