Marketing Attribution

With privacy concerns on the rise and digital tracking becoming less reliable, marketers need advanced tools to measure the impact of their campaigns. Geo-testing has become an alternative used by many brands (often in conjunction with MMM) since it uses aggregate data and doesn’t depend on following people across the Internet. Geo-testing is gaining the …

Should You Be Using the GeoLift Library to Run Geo-Testing Lift Tests? Read More »

Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the marketers who, after running a sale, go on Twitter to celebrate their “biggest day ever.” But was it the right thing for the business? It’s important to have a much more subtle understanding of how …

Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental? Read More »

Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it? While Airbnb’s decision to turn off paid media may have resulted in some cost savings, it’s important to consider the potential long-term effects on its customer acquisition and brand equity.  It’s not the only time …

Is Less Really More? The Art and Science of Experimenting with Channel Cuts Read More »

When it comes to marketing, nobody knows with 100% certainty what will work. Nobody has a crystal ball. Marketers are making assumptions, looking for positive signals. Based on those signals, you either lean in or make adjustments.  Traditional marketing and planning looks like this: run experiments based on a hypothesis, cut out what doesn’t work, …

Predictive Modeling in Marketing: The What, Why and the How Read More »

Monte Carlo simulations are a powerful tool for doing predictive analysis. By running multiple simulations with different input variables, analysts can gain insight into the likelihood of different outcomes and make more informed decisions. In this blog post, we’ll explore what Monte Carlo simulations are, how they work, and run through some examples of their …

Monte Carlo Simulations: A Tool for Predictive Analysis and Informed Decision Making Read More »

Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought and some sharp questions from …

Is there a good way to do a test of statistical significance for ROAS? Read More »

You may have heard the term incrementality in the context of marketing attribution, and wondered what exactly it meant.  Incrementality is about measuring what actions would not have happened without a specific intervention. For example if I spend money advertising my product, I need to know how many people bought my product because of the …

What does ‘Incrementality’ mean? Read More »

Introduction The macro-economy in the US is tough right now. Inflation is up (driven in large part by insane gas prices) and although consumer spending remains high, many are nervous about how consumers will respond to having an ever-larger chunk of their monthly budget eaten up by fuel costs. Many digitally native brands (though not …

Marketing in Times of Uncertainty Read More »

The global marketing attribution software market is set to grow by 14.4% to USD 3.6 billion by 2023. However the industry is in a state of upheaval, as marketers move to more privacy-friendly solutions in the wake of limits to tracking imposed by Apple, the European Union and others.  Marketing attribution is defined as identification …

The Best Marketing Attribution Software For 8 Measurement Methods (2022) Read More »