Marketing Funnel: Influence on Marketing Measurement Understanding the Marketing Funnel Today more than ever, it’s crucial to understand the intricate relationship between marketing measurement and the marketing funnel. The funnel concept guides marketers from broad-reaching methods to targeted approaches like...

Mastering Digital Marketing with Advanced Attribution: A Tactical Guide The transition from modeling and measurement to tactical action within digital marketing is often riddled with challenges. The final numbers—those showing effectiveness, reach, and return—may prompt a daunting realization that past...

Opportunity Analysis: Unlocking Strategic Digital Marketing Investment Understanding the landscape of customer acquisition costs (CAC) and incremental CAC (iCAC) in digital marketing isn't just about budget allocation—it's about strategic growth and market capture. Opportunity analysis can serve as the guiding...

Decoding Sensitivity Analysis: Optimizing Marketing Attribution Strategies Sensitivity Analysis in businesses today often encounter the challenge of measuring the efficacy of various advertising channels. The heart of this lies in attribution - the analytical science of assigning credit to the...

You have your attribution multipliers: what’s next? Making informed decisions in the world of digital marketing is a complex task, requiring teams to juggle various factors to ensure that the strategies are not only effective but also efficient. In this...

What is Multi Touch Attribution One of the buzzwords always echoing around the digital marketing industry is "multi-touch Attribution" or MTA. As marketing strategies and consumer behavior change, it's crucial to keep pace with changes in this area. In this...

What is MMM There’s no disputing it: businesses must harness the power of data-driven decision-making. One indispensable tool in a marketer’s toolkit is marketing mix modeling. In this post, we'll delve into what marketing mix modeling is, how it works,...

Crafting Digital Campaigns with Advanced Attribution Strategies Creating a successful digital marketing campaign is a complex process that involves more than just running tests and analyzing results. It starts at the very beginning, with a strategic approach to setting up...

Guide to Data-Driven Digital Marketing Optimization In the ever-evolving world of digital marketing, businesses continuously seek efficient strategies to outperform their competition. One effective approach to achieve this involves a three-step process: Apply, Compare, and Optimize. This method offers a...

Advanced Attribution Metrics: A Three-Step Guide to Data-Driven Digital Marketing Optimization In digital marketing, data is king. And with multi-touch Attribution (MTA), marketers have a powerful tool at their disposal to make informed decisions and optimize their campaigns. In this...

Maximizing Revenue with Non-Brand Search Optimization Within digital marketing, non-brand search optimization is a territory of critical importance for many businesses. The ability to master this domain can make the difference between revenue growth and decline. In this post, we’ll...

In marketing, scaling up your efforts, especially within Facebook prospecting, can be a pivotal move toward achieving your marketing growth goals.. Explore effective strategies and optimization insights to succeed in this evolving landscape.

Classroom MMM Exercise 1: Media Only Model Decoding the Impact of Media on Sales: A Classroom Exercise In a recent classroom exercise, we stripped down the complex world of marketing mix modeling to its basics. The task was to build...

Core Objectives of an MMM Model - Estimation and Optimization Measuring Marketing Success MMM is all about measurement. By looking back at past campaigns, it helps us pinpoint what worked and what didn't. It’s akin to a post-game analysis; dissecting...

MMMs are actually designed to uncover the hidden cause-and-effect relationships between your marketing efforts and the results you see. In this blog, we'll delve beyond the surface of predictions and explore the true power of MMMs – understanding the causal...

Marketing Mix Modeling (MMM) is a powerful tool, but like any tool, it needs a thorough check-up to ensure it's working as intended. Validation isn't just about crossing our fingers and hoping for the best; it's a systematic process that...