Category
Marketing Measurement
62 articles in this category.
What is out-of-home (OOH) marketing? Types, trends, and how to measure it
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What is LTV (lifetime value)? A marketer's guide
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Marginal ROAS: Calculation, Purpose & Potential Pitfalls
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Marketing Triangulation: What It Is & What to Do Instead
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Brand Health Metrics: Pros & Cons of Each +1 You're Missing
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How to use a marketing mix model to accelerate growth
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What is multicollinearity? A marketer's guide to a hidden measurement problem
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Is MMM right for your business? A fit guide for marketers
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Marketing mix modeling limitations: what every brand should know
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Model stability: a guide for marketers evaluating MMMs
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How often should your MMM be refreshed? Ideally, daily
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What is causal marketing? A realistic look at what's possible
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What is a good R-squared value for an MMM?
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Test-calibrated MMM: what it is and its two major flaws
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Predictive analytics in marketing: method and why models matter
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Challenges of marketing attribution: Why most solutions still fall short
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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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