Category
POV
28 articles in this category.
How last-click attribution hides the value of awareness campaigns
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Branded search is purely incremental, but that doesn’t mean it isn’t critical
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Building a regulation-ready marketing machine: How to future-proof your strategy now
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How to use post-purchase survey data in marketing measurement
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Your MMM is making assumptions you might not like
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Why incrementality testing can’t tell you what to do next
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Using incrementality data with Prescient’s MMM
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Calibration vs. validation: Understanding the difference
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Why your MMM needs to reflect how marketing works in the real world
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MMM saturation curves: Understanding when your marketing hits diminishing returns
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Model calibration 101: Understanding MMM calibration for marketers
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What TikTok Shop halo effects mean for your content strategy
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Respecting user data privacy is just good business
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Why using test data can make your MMM less accurate (and when it might help)
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Law #9: External forces are sabotaging your marketing attribution
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Law #8: Letting go of this decay myth will put you ahead of your competition
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Law #7: The diminishing returns myth that’s killing your growth
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Law #6: Your attribution tool is messing with you
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Law #5: Incrementality will tell you nothing about long-term performance
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Law #4: Yes, lower impression campaigns can be big winners
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Law #3: How your competitors are stealing your awareness wins
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Law #2: “Conversion-only” marketing is a death trap
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Law #1: Your awareness campaigns are working better than you think
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What every CMO wishes their team already knew
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We built something new (and here’s why it matters for your marketing)
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How your bottom of funnel is driven by your top of funnel
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Why open-source models fall short for next-generation MMM
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Navigate Meta’s health & wellness tracking changes with MMM
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