Marketing Mix Modeling

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

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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Signal Over Noise: The Smarter Path to Marketing ROI in a Privacy-First World

As privacy regulations tighten and cookies crumble, one thing…
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Is Your MarTech Stack Helping or Hurting?

Is your MarTech stack running lean or leaving you bloated? We…
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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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