AI Could Become Advertising’s Next Walled Garden
Consumer AI has an economics problem that traditional software does not have in quite the same way. With conventional software, you build the product, maintain the…
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
When Better Data Makes Marketing Measurement Slower
Traditional marketing mix modeling was built around the idea that more data creates a better answer. Your marketing spend goes into the model. Your sales data…
Stop Measuring Users. Start Measuring Decisions.
For years, marketers were told that better measurement meant getting closer to the individual user. More cookies. More identifiers. More granular paths. More certainty about who…
ChatGPT Ads Are Changing Marketing Measurement
For years, digital marketers have been trained to follow the click. Someone sees an ad. They click. They arrive on your website. GA4 records what happens…
Is Meta Getting the Credit It Deserves?
Across the marketing programs we measure at Provalytics, one of the most commonly mismeasured areas is Facebook and Instagram. And the reason may surprise you. The…
Why New Marketing Measurement Faces Resistance
Bringing new measurement into an organization sounds like a data problem. You find a better methodology. You implement the platform. You get better insights. Everyone sees…
Who Really Owns Marketing Measurement?
Marketing measurement is often treated as a marketing function. But is it really? When you measure advertising effectiveness, you’re not simply evaluating campaigns, channels, clicks, or…
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…
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…