Insights

What is transparency marketing? What defines transparency in marketing? And what’s the most relevant and informative way to approach this topic?

A more precise and robust approach to advanced marketing analytics techniques utilizes marketing mix modeling (MMM). This approach relies on the identification of evidence that is both statistically significant and points to instances when media drove an incremental lift to sales, leads, or other KPIs.

Knowing how to build an attribution model — or at least knowing how to run attribution models — is critical to increasing revenue and ROI.

How does one go about crafting a marketing analytics strategy? Typically, we find that this approach fits the data and its analysis snugly into a hierarchy of measurement; it’s the kind of approach that leads from data to insights.

Want to know how to do marketing mix modeling (MMM)? This is a critical step for businesses to understand the impact of marketing channels on incremental sales.

Attribution in digital marketing is, in many ways, the backbone of how agencies and marketers search for and identify user behavior - particularly within digital marketing. It connects a media exposure to sales in two common approaches: first/last touch and multitouch attribution.