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…
Category: Incrementality
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 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…