Marketing Mix Modeling

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

Why Retail Media Looks Broken in Your Reports (But Isn’t)

Trying to understand retail media through last-click attribution…
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The Performance Drivers You Can’t See—But Can’t Afford to Ignore!

Not everything that drives performance shows up in your reports. In…
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Retail Media Isn’t One-Way—And That’s Where the Opportunity Lies

Retail media is having a moment. Budgets are shifting. Platforms…
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The Dangerous Illusion of Last-Click Measurement

Last-click measurement doesn’t just oversimplify marketing…
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Why CMOs Must Embrace Complexity to Earn Credibility

For CMOs, moving beyond last-click attribution can feel like…
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Breaking Away from Last-Click Isn’t Easy—But It’s Necessary

Marketers have known for years that last-click attribution is…
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Creative Isn’t Just Aesthetic. It’s a Revenue Driver.

For years, creative has been treated as a subjective layer of…
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Creative Isn’t Logical. That’s Exactly Why It Needs Measurement!

Marketers like to believe that great creative is the result of…
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Better Measurement Leads to Better Marketing Results

Better measurement leads to better results. It’s really…
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Why Marketing Planning Requires an Always-On Feedback Loop

Marketing plans used to follow a simple formula: build the strategy,…
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The Hidden Power of Ad Stock in Marketing Measurement

Numbers matter but context matters more. When marketers review…
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CMOs: You Can’t Prove Upper-Funnel ROI with Website Analytics

Let’s be direct. If you’re trying to demonstrate the value…
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Today’s Attribution Can’t Handle Today’s Buyer Journey

Here’s the hard truth: Traditional attribution wasn’t…
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The Marketplace Problem: Why Your Buyer’s Journey Is More Complicated Than You Think

Today’s buyer’s journey isn’t linear.It’s fragmented,…
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Stop Measuring in Silos: Why Cross-Audience Impact Matters More Than Ever

Most marketers think in silos. Consumer marketing. HCP marketing. Retail…
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Privacy Changed Targeting. It’s Time to Change Measurement

User-level targeting is over. The platforms aren’t giving…
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The End of User-Level Targeting: What Marketers Should Be Doing Instead

User-level targeting is dead. Okay, maybe not technically…
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Marketing Without Knowing What Works? That Stops Now!

If you think you need to pause everything and run formal A/B…
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Brand Search is Over-Credited — Here’s What Really Drives Growth

Ever notice how marketers treat brand search like the ultimate…
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CMOs, Stop Fighting Blind: You Need a Marketing GPS

Being a CMO today is like stepping into a boxing ring. You’re…
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Signal vs. Noise: Why Most Marketers Are Optimizing the Wrong Data

For as long as marketing has existed, it’s always been about…
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Why Marketers Should Rethink YouTube: It’s Not Just Digital—It’s TV Now

More people in the U.S. are watching YouTube on their television…
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