Category
Strategy
130 articles in this category.
Cross-channel optimization: How to make your marketing channels work as one system
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What marketers need to know about audio advertising before they buy
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You’re overestimating the impact of your bottom of funnel content
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How programmatic audio advertising works and how to measure what it's worth
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Consideration marketing: How to win the shortlist and prove it's paying off
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How to use direct mail marketing effectively
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What is direct mail marketing? A comprehensive guide for modern brands
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You need measurement that can see everything for good marketing control
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Mid-funnel marketing tactics that actually move customers toward a purchase
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Funnel strategy for digital marketing: How to build one where every stage earns its budget
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How to improve direct mail response rates (& count the responses you're missing)
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What is EDDM? Every Door Direct Mail explained
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Top of funnel marketing tactics that work and how to prove it
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What cohort analysis in marketing shows, how to do it, and where it goes wrong
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Cross-channel vs omnichannel marketing: The differences that matter for your budget
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How effective is direct mail marketing? What the numbers show and what they miss
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Top of funnel vs bottom of funnel: How they differ and how to balance your budget
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You’re underestimating the value of top of funnel marketing
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Are awareness campaigns effective?
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What through-channel marketing is, how it works, and how to measure it
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What purchase-based targeting is, and what it can't tell you on its own
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How demand side platforms (DSPs) fit into your media buying stack
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How do commerce media networks generate revenue for businesses?
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How to select a commerce media network partner
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A guide to choosing the types of marketing tactics that work
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Modern marketers need to be doing marketing scenario planning
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How to develop a marketing strategy that actually drives results
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How to actually optimize your ad spend (not just cut waste)
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How to build an always-on marketing strategy that actually compounds
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Your peak-season ROAS targets are probably wrong for retail too
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How to plan a multi-channel marketing campaign that actually works together
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8 ways to improve marketing efficiency (that go beyond automation)
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Marketing efficiency vs. effectiveness: Why chasing one can cost you the other
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What is a retail media network and how can marketers use them?
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The real benefits of retail media networks (and what the hype leaves out)
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What are lookalike audiences (and how do you know they're paying off)?
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Can MMM be used for day-to-day optimization?
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What is data quality? Core dimensions, common issues, and how to measure it
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How identity resolution works and what most guides leave out
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How to know which campaigns are moving people through marketing lifecycle stages
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How to get more out of every marketing channel you use
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How to test smarter with marketing experimentation
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A marketer's practical guide to integrated marketing campaigns
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How to build a mix of marketing campaigns that actually works together
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Data-driven marketing tactics: A practical playbook for smarter budget decisions
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The real advantages of market segmentation, and how to prove they're working
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The important metrics of a marketing budget (and ones you might be missing)
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What is marketing data analysis (and how do you actually use it)?
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How to spend your marketing budget (without guessing)
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Funnel vs ads vs scaling in marketing: How the three fit together
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Increase efficiency with these marketing budget allocation best practices
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Understanding advertising budget vs. dedicated marketing budget allocation
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How do marketers use data to make budgeting decisions?
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How to allocate marketing budget across channels
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How to run a successful marketing campaign
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How to use company-wide forecasting to build trust before making changes
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What is partner marketing, and how do brands get the most out of it?
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How to allocate budget for digital marketing
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When consumer behavior shifts, does your measurement shift with it?
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What are TV upfronts? A marketer's guide to buying TV advertising
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The modern marketer's guide to lifecycle marketing
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When to act on an optimizer recommendation vs. when to wait
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A guide to digital media planning for modern marketers
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How to assess your risk tolerance for big swings
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Why budget planning season is the worst time to trust your attribution data
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Why personalization at scale is a myth (& what to focus on instead)
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What is a marketing mix strategy, and how do you get the most out of it?
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How to scale online advertising efforts efficiently
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How mobile apps fit into your marketing channel mix
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What cross-device targeting is, how it works, and why it's getting harder
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8 Critical omnichannel marketing best practices for modern brands
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New York Privacy Act: What marketers need to know before it passes
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What is a data clean room? A marketer's guide
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How to measure Meta effectively (Ads Manager doesn't tell the whole story)
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Benefits of omnichannel marketing
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BFCM marketing: How to run your best season and actually know why it worked
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Key differences brands need to know about omnichannel vs. multichannel marketing
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What cookieless marketing means for how you measure performance
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What is omnichannel marketing?
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What is a display ad? The basics and beyond
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What's the difference between brand marketing and direct response marketing?
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What is direct response TV (DRTV) marketing?
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A marketer's guide to direct response marketing
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Understanding customer acquisition cost vs. lifetime value
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Best MMM solutions for retail and omnichannel brands
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A practical guide to cross-channel marketing strategy
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Your competitor's ad budget might be your best lead gen tool
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What is a good CLTV? It depends on more than you think
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How to increase customer lifetime value
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A practical guide to how to lower customer acquisition cost
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What LTV:CAC ratio means and why it matters
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The hidden cost of cutting awareness spend
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What every marketers needs to know about media buying and planning
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Brands using a regression-based MMM overspend by 81% during peak seasons
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How to calculate customer lifetime value (LTV)
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Treating paid and organic as separate channels is costing you
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What is media optimization? A guide for performance marketers
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Cross-channel marketing requires modern measurement
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What is funnel mapping (and what happens after you build one)?
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Top of Funnel Visibility Loss: New Causes & What to Do
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Brand Campaigns: Goals, Types, & Measuring Them Accurately
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What is agile marketing? A guide for modern marketing teams
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Your marketing channel strategy is shaped by what you can measure
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What Is AppLovin, & How Can It Drive Your Brand Growth?
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What the ADPPA means for your marketing measurement strategy
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Using Prescient Branded Search Attribution for Strategy
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Marketing budget optimization: a data-driven guide
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What is promotion analysis? A marketer’s guide to measuring what’s actually working
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Conversion rate marketing: the complete guide for modern brands
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Here’s what happens when you turn off branded search campaigns
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What is a good marketing efficiency ratio?
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How to collect zero-party data: Strategies and best practices
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Is second-party data the marketing measurement middle ground?
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What is MER marketing and why finance teams demand it
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Zero-party data vs first-party data: Understanding the difference and why both matter
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Zero-party data: How to collect customer insights they actually want to share
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How to use first-party data in marketing
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How to determine cost of customer acquisition
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Customer acquisition formula: The blueprint behind sustainable growth
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1st party data vs. 3rd party data: What marketers need to know
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Understanding customer segmentation models: A complete guide
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The 4 types of segmentation in marketing (and where teams get them wrong)
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Data-driven marketing insights: Your complete guide to better decisions
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Data-driven marketing approach: What marketing leaders need to know
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Types of segmentation in marketing: a complete guide
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Predictive marketing: How AI-powered forecasting transforms campaign performance
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Customer journey attribution: Measuring every touchpoint
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Behavioral segmentation in marketing: A complete guide
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Data-driven marketing: A complete guide to making smarter marketing decisions
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Understanding and optimizing customer acquisition cost (CAC)
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