Category
Marketing Measurement
153 articles in this category.
What marketers need to know about California data privacy law vs GDPR and measurement
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Your digital campaigns are driving retail sales. Here's how you measure them.
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What is Bayesian linear regression? A marketer's guide to how MMM tools model your data
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Halo effects aren't a nice-to-have metric
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TACoS marketing: What it actually tells you (and what it doesn't)
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Prescient and matched market testing: what each is built to answer
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What California's data privacy law means for your marketing data
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How to measure the impact of marketing without guessing
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How to make purpose driven marketing campaigns that actually drive revenue
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What marketing tools with predictive analytics actually predict
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What is campaign management software (and what can't it do alone)?
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What predictive modeling in marketing can (and can't) tell you
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Ask your model anything in the new AI Action Center
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A non-technical guide to deterministic data in marketing and where it falls short
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Quality measurement is missing from most marketing campaign management
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What it actually takes to measure marketing continuously
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What marketing efficiency actually measures (and why it isn't the whole story)
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How to measure marketing effectiveness across platforms and channels
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Can your channel attribution actually measure what's driving conversions?
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Retail media's CTV push is creating a measurement blind spot
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Why the traditional playbook doesn't fit for B2B attribution
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A complete guide to media measurement tools available in 2026
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Ad verification tells you where your CTV ad ran, not if it worked
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What is position-based attribution, and when should you actually use it?
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What it actually takes to see performance across every channel
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Why last-click attribution punishes beauty brands' best campaigns
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How a linear attribution model works and where it falls down
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How to get TV attribution right and measure what your ads are actually doing
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Marketing channel analysis: what your dashboard isn't telling you
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This measurement blind spot is costing beauty brands credit for their media spend
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How triangulation with MMM, MTA, and testing works in marketing
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What is privacy-preserving ad measurement?
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How to know if your audience planning is actually working
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What ad fatigue is, what's causing it, and how to fix it
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Best identity graph for cross-device tracking in martech
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8 types of data-driven marketing solutions worth adding to your stack in 2026
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What is advertising analytics? A guide to tracking ad performance that drives decisions
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The best cross-channel budget optimization tools for marketers
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How to calculate incrementality and why it matters
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Why multi-touch attribution matters for fashion marketing in 2026
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Is a multi-touch attribution model for TV enough?
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What is an identity graph? A marketer's guide to identity resolution
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Multi touch attribution without cookies: What actually works (and what doesn't)
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When rule-based attribution works and who needs more complex attribution
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The best cross-channel attribution tools (and what separates them)
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What is match market testing, and does it work?
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Understanding multi-touch attribution vs single-touch
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How to measure the success of a marketing campaign
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How to identify high-impact budget changes in the Prescient platform
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Modern marketing mix modeling (MMM): What it is and why it matters
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How to measure Instagram performance (beyond what the app tells you)
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22 marketing analytics tools every marketer should know (& how they differ)
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Your MMM is only as good as what you put into it
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Why top-of-funnel spend keeps losing the budget argument (and how to fix it)
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How to measure MNTN performance TV campaigns
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The 31 best marketing intelligence tools, organized by use case
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What is a tracking pixel audit (and how do you run one)?
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What is impression share? A guide for performance marketers
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What sales uplift is, how to measure it, and why your numbers might be off
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How to measure CTV advertising effectively
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What cross-device attribution is and why it matters
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First-party vs. third-party cookies: What every marketer needs to know
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The biggest challenges of omnichannel marketing (and how brands are solving them)
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Pixels vs. cookies: What they are, how they differ, and what's changing
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What promotion effectiveness really measures and common pitfalls
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A practical guide to the best MMM tools for e-commerce brands
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What is reach in marketing?
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How to measure Pinterest effectively
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How to build a stack of marketing performance measurement tools
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What is a directed acyclic graph (DAG)?
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How to measure TikTok effectively (instead of seeing half the story)
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Is attributing causality actually possible in marketing?
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What is average order value (AOV)?
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The benefits of cross-channel marketing (& how to capture them)
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Does server-side tracking fix the pixel problem?
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What is server-side tracking and why are marketers switching to it?
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Leading tools for measuring incremental lift from CTV ads
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What do marketing mix models show advertisers?
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How to measure cross-channel attribution (& what brands still miss)
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What is marketing science?
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The best cross-channel marketing software for DTC brands
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What is out-of-sample testing in MMM and why does it matter?
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A marketer’s guide to customer acquisition cost vs. retention cost
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The unique challenge of direct mail in cross channel attribution
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What category demand is and why it matters
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What cross-channel marketing intelligence actually requires
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How to track cross channel performance of a marketing campaign
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What is attention measurement in advertising?
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How to measure OOH advertising (and what most marketers miss)
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Most brands are messing up advertising measurement
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Unified marketing measurement: How to build a stack that actually works
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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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