Can You Build Your Own Marketing Measurement Platform?
Can a smart team build its own marketing measurement platform? Absolutely. There are powerful open-source marketing mix modeling (MMM) solutions available today. Meta has Robyn. Google…
Provalytics insights
What marketing thinks it knows. What the data actually proves.
Most attribution is built on assumptions. We show what actually holds up under scrutiny.
Latest articles
Why Privacy-First Measurement Produces Better Insights
Earlier in my career, I was convinced the future of marketing measurement was individual user tracking. Back in 2008 and 2009, that was the gold standard….
Why Facebook and Instagram Are the Most Mismeasured Channels in Marketing
Across every client we work with, one channel gets measured wrong more than any other. Facebook and Instagram. That surprises a lot of marketers because social…
ChatGPT Isn’t Breaking Marketing Measurement. It’s Exposing a Myth.
One question keeps coming up as marketers think about the future of AI-powered advertising: “How are we going to measure ads if there aren’t any clicks?”…
Good Data Can Still Lead You to the Wrong Decision
One of the biggest myths in marketing is that if you’re “data-driven,” you’ll always make the right decisions. Unfortunately, that’s not always true. You can have…
Marketing Measurement Is Going Back to the Future
For nearly two decades, marketers have been taught that clicks are the ultimate measure of success. Campaign performance was judged by click-through rates. Budgets were optimized…
AI Ads Don’t Break Marketing Measurement. They Reinforce It.
Every time a new advertising channel emerges, the same prediction follows: “You won’t be able to measure it.” We’re hearing that now about AI assistants and…
The Next Search Revolution Is Already Starting
Every few years, marketing experiences a platform shift that changes how consumers discover brands. Search engines. Social media. Mobile. Retail marketplaces. Now, artificial intelligence is beginning…
Your Ad Is Working. That Doesn’t Mean It’s the Best It Can Be.
One of the biggest mistakes marketers make is confusing working with optimized. An ad is generating conversions. The click-through rate looks healthy. Return on ad spend…
Stop Asking for Budget. Start Forecasting Growth.
Every marketing leader has experienced it. Budget season arrives. The executive team gathers. Finance reviews forecasts, operating plans, and revenue projections. Then marketing presents campaign performance…