Marketing Mix Modeling

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

How Smart Marketers Are Measuring Attention, Not Clicks

For years, the marketing world echoed one mantra: “Data is…
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CTV Is Digital—but It Must Be Measured Like Television

Connected TV (CTV) may be bought programmatically, but it behaves…
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GA4 Can’t Measure CTV—And It’s Costing Marketers Real ROI

Most marketers depend on GA4 as their primary measurement tool,…
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See Beyond the Click: Measure Immediate and Long-Term Media Effects

For years, marketers have been trained to think bottom-up. Click…
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Stop Optimizing for Clicks: You’re Measuring the Wrong Thing

Every day, marketers log into GA4, scan what drove the most clicks,…
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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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