The holiday dust has settled, and you're reviewing last quarter's performance in your marketing attribution dashboard. Meta claims $20 million in Q4 revenue, Google added $18 million, while TikTok ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

LinkedIn announced a new suite of tools to help marketers measure organic and paid efforts. The new suite includes the CMO Scorecard, B2B Index and B2B Leaderboard. LinkedIn unveiled a new suite of ...

Google officially launched Meridian, its open-source marketing mix model designed to help marketers allocate budgets more effectively in a dynamic digital landscape. After rigorous testing with ...

Marketing analytics revolves around data – data related to consumer behavior, competitive context, channel performance, campaign outcomes, and market trends. Measurement in marketing, on the other ...

With the dawn of the personal computer age and global use of the internet, marketers restructured consumer outreach and built tools for the PC platform. In today’s environment, marketing focus has ...

As Google goes ahead with plans to eliminate third-party cookies later this year, the software giant launched Meridian, a measurement tool for advertisers. Meridian, an open-source marketing mix model ...

Welcome to the wonderful world of quantitative content marketing analytics. It’s at this point where I hear you saying, “I was told there would be no math in marketing.” The good news is that all ...

Marketers are under pressure to prove performance, but the systems they rely on are built on shaky ground. Attribution models are built on incomplete data. MMMs are often outdated and biased by design ...

In the age of metrics-driven marketing, measuring the impact of social media can be a challenge. While there are plenty of tools that support the ability to track social followers and click-throughs, ...