A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

Customer behavior continues to evolve as digital experiences become woven into everyday life. People use digital maps to navigate the offline world, set their home thermostats from miles away, and ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

Say the word ‘channel’ to a marketer and they’ll almost certainly think SEO, PPC, email and many other digital media channels. But, to the rest of the business outside of marketing, the word ‘channel’ ...