Broken Tracking

From Digital Tracking To MMM: How Brands Scale Through Marketing Experimentation

Most small e-commerce brands probably don’t need anything more complicated than digital tracking tools for measuring marketing performance.  But when the channel mix gets more complex and their marketing grows, digital tracking is simply not enough. After $100k+ / month in paid media budget, it’s a good time to start …

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The Evolution of Privacy: A Timeline of Events Reshaping Identity-Based Tracking and Analytics

To prepare for the future, we must understand the past. This stays true in marketing, and it is particularly appropriate when it comes to digital tracking and analytics. D2C/ecommerce brands have often trusted their attribution and budget allocation decision-making on tracking people across the internet – but that has changed …

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‘How did you hear about us?’ survey and the limitations of current measurement techniques

In the world of website analytics, the concept of “dark social” has emerged as a significant challenge for accurate channel/source reporting. It refers to web traffic that is incorrectly attributed as “direct” in analytics when, in reality, it is driven by social networks and other hidden referral sources. This phenomenon …

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The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI?

Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds of thousands, or millions of dollars. It directly impacts your overall marketing strategy and your budget allocation.  The answer to that question is often brand-specific and we can’t tell you …

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Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM

How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution. Over the past decade, marketers have relied on digital tracking and following consumers across their entire buying journey. However, there were “blind spots” where you’d …

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