A category covering attribution analysis and Marketing Mix Modeling (MMM) — integrated approaches to evaluating the true contribution of each advertising channel. From moving beyond last-click attribution to data-driven attribution models and tool comparisons, we provide systematic methodologies for making sound investment decisions.
8 posts
Connect customer research, segmentation, positioning, tactics and KPIs using one fictional B2B example. Includes a strat...
Use search, analytics, CRM, and customer feedback to validate a journey map. Separate observed behavior from assumptions...
Use the 4Ps and 4Cs to align product, pricing, buying experience, and communication. Includes a practical example, check...
Understand what MMM can tell you, how it differs from attribution, how to read its results, and what to prepare before i...
Plan an MMM project around a budget decision. Review data requirements, adstock, saturation, marginal returns, validatio...
Compare eight tools for conversion measurement, ad data collection, and reporting. Review use cases, pricing caveats, in...
