Ideas, strategies, and case studies to fuel your digital marketing plans.
Media mix modelling uses statistical analysis to measure how each marketing channel drives business outcomes. Here is how it works, why it matters more than ever, and how to get started.
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For years, Media Mix Modelling (MMM) was the exclusive domain of multinational corporations with bloated budgets, decades of data, and teams of specialised statisticians. The barrier to entry was high, the learning curve steep, and the payoff seemed accessible only to...
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The pressure to measure marketing effectiveness has never been stronger. Finance teams demand accountability. Privacy regulation dismantles the data infrastructure marketers built their assumptions on. And the executives who greenlit those campaigns want to know...
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The digital marketing measurement landscape has fundamentally shifted. What was once a question of "which platform performs better" has become a question of "can we measure anything at all?" The answer is yes, but only if you've built your infrastructure correctly...
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A media mix modelling introduction for marketing leaders: what MMM is, how it works, and why it matters for smarter budget decisions.
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Discover the key last click attribution problems that distort your budget decisions and learn practical steps to adopt smarter models.
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The repercussions of the Cambridge Analytics scandal are still playing out and marketers face numerous challenges when it comes to tracking user behaviour and measuring campaign performance. Server-Side Google Tag Manager (sGTM) has emerged as a powerful solution to these challenges.
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The proliferation of highly measurable marketing channels and performance marketing have led to a lack of trust in branding channels like CTV or programmatic. But these campaigns can be highly effective with the right performance metrics.
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