Articles

Gartner surveyed over 400 marketing leaders and analytics practitioners to better understand the current approaches to marketing analytics that support marketing strategies to enable future growth and success. In the current retail environment, choosing the...

Getting attribution right was already challenging for travel marketers with increasingly complex customer journeys, increased levels of competition and radical changes in customer travel preferences. But the advent of COVID-19 has changed the situation beyond...

As 93% of digital marketing media spend is through Facebook and Google Ads, it’s critical that marketers are able to generate maximum returns through these two platforms. However, this has become increasingly challenging as homogenous...

Despite the undoubted benefits of having effective retail and ecommerce attribution in place – for example Forrester estimates that having personal-level unified marketing measurement in place can improve budget efficiency by a game-changing 30% –...

PPC has long been the backbone of many marketing strategies, but with rising costs and over-saturation it’s more difficult than ever to generate a healthy ROI. Combined with recent data visibility-killing updates to Google Ads,...

Measurement is a hot topic in retail marketing and for good reason. Like any other industry retail marketers need to work hard to demonstrate ROI and effectiveness of their efforts. But there is a concern...

As marketers strive for a clearer view of what is and isn’t working in their marketing mix, the focus is usually on finding the right attribution model to meet their needs. But while choosing the...

Increasing complexity of the customer journey, a broader marketing landscape, and the need to justify marketing spend and ROI are driving more and more marketers to demand better attribution of their marketing activities. Much of...