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…
Category: Multi Touch Attribution
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…
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…
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…
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…
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…
Changing Measurement Means Changing Minds
Every CMO wants better measurement. They want clearer answers. Better forecasting. Stronger proof of incrementality. A way to walk into the boardroom and explain what is…
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…