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…
Category: Cookieless Attribution
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….
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…
Your Customers Might Be Seeing Too Many Ads—or Not Enough
One of the biggest questions in modern marketing has a surprisingly simple answer: Nobody knows. Is your audience seeing your ads too often? Or are they…
One of the most common assumptions in marketing is that growth requires more budget.
Need more customers? Increase spend. Need more conversions? Increase spend. Need more revenue? Increase spend. But what if the answer isn’t spending more money? What if…
The Campaigns Had Stopped Working Millions of Dollars Ago
One of the biggest challenges facing marketers today isn’t finding opportunities. It’s knowing when an opportunity has stopped being one. A large health and wellness brand…
What Marketing Can Learn from Wall Street’s Smartest Trading Systems
Marketing and high-speed trading may seem like two completely different worlds. One is focused on building brands and driving customer acquisition. The other is focused on…