A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key ...

With the death of third-party cookies underway, the pressure is on marketers to adopt new solutions for targeting, tracking and measurement before long-standing tactics become inoperable by the end of ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

In the previous article, we described how SaaS and recurring revenue growth does not operate within the traditional marketing funnel, but a more complex, bow-tie model. The Bow Tie model is depicted ...

Natalie is Founder & President of Magnetude Consulting, a full-service marketing agency working with small and midsized B2B tech firms. When someone says, “MSP,” most think “IT.” This instinctive ...

As data becomes central to decision making across sectors — from logistics and real estate to environmental monitoring and smart cities — geospatial content licensing has become a cornerstone of ...