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…
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
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…
The Marketing Experiments You’re Already Running
When marketers hear the word “experimentation,” they often think of formal A/B tests, control groups, and carefully designed campaigns built specifically to generate insights. But what…
Your Marketing Team Is Already Running Thousands of Experiments
Most marketers think experimentation requires a formal testing roadmap. They picture carefully designed A/B tests, holdout groups, controlled variables, and months of planning before meaningful insights…
The Marketing Conversation CFOs Actually Want to Hear
For years, marketers have struggled with a credibility problem. Not because marketing lacks impact, but because most organizations still can’t prove that impact in a way…