No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution ...

Metrics give marketers insight into the impact of campaigns, but the power resides in understanding the numbers. Google has released two AI-based agentic agents that analyze campaigns, but marketers ...

I’ve spent nearly a decade in marketing mix modeling (MMM), and I can tell you this: MMM starts with the model and proves itself in product and growth. An MMM without growth is like a car without fuel ...