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…
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
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…
Marketing Doesn’t Have a Measurement Problem. It Has a Forecasting Problem.
Walk into a quarterly planning meeting and you’ll notice something interesting. Finance arrives with projections. Marketing arrives with reports. Finance uses regression analysis to forecast future…
Marketing Didn’t Forget Measurement. It Forgot Creative.
For most of marketing history, success came down to a simple question: Did the message connect with people? Today, that question is often buried beneath endless…
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…
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…
The Click Isn’t Marketing. It’s What Happens After Marketing Works.
For years, marketers have been trapped in a debate they never should have been having. Every budget discussion, every performance review, every conversation with vendors, agencies,…
The Goal of Marketing Measurement Isn’t Perfection. It’s Being Less Wrong.
Marketers are often sold an impossible promise. The perfect attribution model. The complete customer journey. The definitive answer to what caused every conversion. The reality is…