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In this Ads Decoded episode, we discuss how to assess marketing campaigns with attribution, incrementality, and media mix models.
New capabilities across our measurement suite can help you make better, faster decisions that drive business growth.
Marketing measurement is really about answering two questions: What happened? And what should I do about it? Most marketing mix models are built to answer the first one, but the se...
The platform’s new campaign optimization score uses artificial intelligence to help advertisers measure key ad elements to create more effective campaigns.
Marketing mix models (MMMs) deserve the attention they are getting. Used well, they can pull brands out of a measurement culture that still gives too much credit to the click, espe...
Marketing and communications measurement is about more than revenue. Learn how to measure the value of trust, visibility, reputation, and relationships. The post What Your Marketin...
Creator marketing often looks successful long before anyone can prove that it worked.Continue reading on Medium »
Every media dollar eventually has to answer the same uncomfortable question: Did it create new revenue or simply take credit for revenue that was coming anyway? A channel with exce...
Most e-commerce CEOs know YouTube drives brand awareness. Far fewer can say exactly what it returns in dollars.Continue reading on Medium »
Mohegan Sun Online Casino improved its return on ad spend by nearly 90% during a test period for the Unified Attribution capability.
Tweaks to the open-source marketing mix model aim to help marketers better audit data quality and more easily resolve errors.
Digital marketing teams have spent years building integrated measurement, connecting paid, organic, social, and email into a single picture of how buyers move through the funnel. T...
Have you ever reviewed a campaign that looked strong on paper, yet felt wrong? Many teams see rising clicks and engagement, but still struggle to connect those numbers to real busi...
PostcardMania, the $100+ million marketing technology company serving more than 130,000 clients nationwide, announced that it is adding a new search engine and AI search optimizati...
Since September, advertisers in Europe can buy ads inside ChatGPT, and the Ads Manager asks for two things before it can tell you whether they work: a measurement pixel in the brow...
Shane Jackson didn’t set out to be a marketer. A former golf pro and All-American golfer, he bought PureOne Golf, a struggling golf training-aid company in Scottsdale, Arizona, in...
Suneel Dasika argues that traditional marketing attribution often confuses correlation with causation. His approach, utilizing holdout experiments, reveals clearer data on advertis...
So often, we use digital marketing as a ubiquitous term. In reality, there are many types of digital marketing, and the channels and capabilities of each type are growing every day...
The home improvement retailer is expanding its advertising business to new platforms and rolling out tools around incrementality and AI optimization.
PR measurement beyond AVE ties coverage to GA4 key events, AI answer share and competitor sentiment. See the metrics a CFO accepts and how to set them up.
B2B companies today can track almost every movement a prospect makes, yet the numbers that appear most prominently on dashboards can still have little connection to the number exec...
Effective digital marketing requires a connected approach to campaign execution, search optimization, customer engagement, and performance measurement. The 20 tools in this guide a...
Learn how Meta Sequenced Events let advertisers optimize for qualified website leads based on two events completed in order. The post Meta Sequenced Events: Optimize for Qualified...
A leader in Target's ad business warned marketers they're prioritizing the wrong measurement.
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