AI tends to follow a J curve. Understanding where you are on that curve is essential to measuring AI’s contribution to marketing.

Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.

Establishing metrics for marketing communications efforts is a topic that marketing and communications professionals at healthcare systems, medical practices and business settings often spend a lot of ...

AI is pushing marketing into a new era where speed is not optional, but speed without fundamentals is just expensive motion.

A “measurement” is any observation that reduces uncertainty. As I’ve written previously: [E]verything that truly matters in business can be measured somehow. This claim always generates push back by ...

In the dynamic landscape of restaurant marketing, understanding the impact of campaigns is essential for making informed decisions and driving growth. Restaurants utilize various methods to measure ...

In 2007, Steve Jobs created a new market when he announced the iPhone. The emergence of the App Store a year later created a wave of opportunity for developers and brands eager to participate in a ...

As a marketing analytics firm focused on helping brands and agencies for the past 15 years, we've challenged our clients to be able to measure the value of marketing. But what does that actually mean?

With the business world — and the world at large, for that matter — changing at what feels like a moment’s notice, businesses and brands have never been required to be as limber as in this current ...

The acquisition combines Funnels data collection and analysis acumen with Adtribas complex machine-learning measurement tools, optimized for the likes of Adidas and Sony At a time when it is becoming ...

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