The best analytics systems aren’t those focused solely on tallying metrics, but those that directly connect marketing ...

AI tends to follow a J curve. Understanding where you are on that curve is essential to measuring AI’s contribution to marketing.

Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.

Marketers are projected to have invested nearly $400 billion in US media in 2025, based on estimates from MAGNA and eMarketer. About half of that will go toward finding new customers. Yet, as ...

Establishing metrics for marketing communications efforts is a topic that marketing and communications professionals at healthcare systems, medical practices and business settings often spend a lot of ...

In the dynamic landscape of restaurant marketing, understanding the impact of campaigns is essential for making informed decisions and driving growth. Restaurants utilize various methods to measure ...

A “measurement” is any observation that reduces uncertainty. As I’ve written previously: [E]verything that truly matters in business can be measured somehow. This claim always generates push back by ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...

With the business world — and the world at large, for that matter — changing at what feels like a moment’s notice, businesses and brands have never been required to be as limber as in this current ...

As a marketing analytics firm focused on helping brands and agencies for the past 15 years, we've challenged our clients to be able to measure the value of marketing. But what does that actually mean?

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It’s the age-old question. An issue marketing has been grappling with for decades; how can you comprehensively prove your value to the wider business and, more pertinently, celebrate marketing’s ...