Marketing Mix Modeling

Learn how MMM statistical analysis has advanced in today’s new privacy-centric world.

The Impact You’re Not Measuring: Why Ad Stock Matters More Than You Think

Most marketers obsess over what happens today. What ran today. What…
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GA4 Isn’t Enough Anymore: Welcome to the New Era of Marketing Measurement

For years, knowing GA4 meant you were ahead of the curve. You…
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Why Understanding Time to Conversion Changes Everything in Marketing

Every ad you run—whether on Meta, TikTok, CTV, or digital out-of-home—creates…
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Why Cutting Upper-Funnel Media Hurts Your ROI (And What to Do Instead)

Every marketer’s been there—budgets tighten, pressure builds,…
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When “Optimizing” Broke the Funnel: The Hidden Cost of Bad Attribution

I watched this unfold firsthand. A marketing team was splitting…
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Why Impressions Matter More Than Clicks in Modern Marketing

If you’re not tracking impressions every day—and you think…
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Stop Chasing Clicks: Why Smart Marketers Focus on Eyeballs, Not CTR

Let’s have a heart-to-heart, marketers. You’ve been in…
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Why Your GA4 Data Is Lying to You (and What to Do About It)

Ask any marketer if they’re data-driven, and they’ll likely…
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Stop Trusting Bad Data: What GA4 Isn’t Telling You About Your Marketing

Let’s face it: most marketers think they’re data-driven.…
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Stop Guessing. Start Knowing: The AI Revolution in Marketing Measurement

Let’s be honest — modern marketing is chaos. Campaigns…
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From Testing and Learning to Always-On Optimization with AI

Not long ago, testing and learning was the gold standard for…
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Building a Performance-Driven Marketing Culture with a Single Source of Truth

Marketers don’t enter this field to crunch numbers. They do…
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Why Marketers Don’t Have a Data Problem—They Have a Truth Problem

Let’s be honest—most “data-driven” marketing is more…
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The Problem with Last-Click Attribution—and How to Fix It

Marketers often ask: “Why do big teams stick with bad data?” Here’s…
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Why Great Marketing Measurement Should Surprise You

Let’s be honest: most marketers have channel biases. Maybe…
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The Hidden Power of Indirect Impact in Marketing Measurement

Most marketers are flying blind to one of the most powerful forces…
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Why Impression-Centric Measurement Is the Future of Marketing

For years, digital marketing relied on clicks as the foundation…
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Back to the Future: Measuring Marketing Impact Without Cookies

What if the future of marketing measurement looks more like the…
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Why Marketers Need Two Models: Reporting vs. Optimizing

One of the biggest mistakes marketers make is treating reporting…
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Modern Marketing Measurement Requires Two Models, Not One

For years, marketers relied on static measurement models. Think…
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Unlocking Media Synergies: The Hidden 20% of Marketing Value

Marketers spend millions each year on paid media, but most are…
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Marketing Measurement Existed Before Cookies—and It Worked

Long before digital tracking existed, marketers still knew what…
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