The holiday dust has settled, and you're reviewing last quarter's performance in your marketing attribution dashboard. Meta claims $20 million in Q4 revenue, Google added $18 million, while TikTok ...

The offering directly matches TV ad exposure to travel bookings, helping advertisers optimize campaigns and prove return on ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations ...

Google officially launched Meridian, its open-source marketing mix model designed to help marketers allocate budgets more effectively in a dynamic digital landscape. After rigorous testing with ...

Marketing analytics revolves around data – data related to consumer behavior, competitive context, channel performance, campaign outcomes, and market trends. Measurement in marketing, on the other ...

Marketers are shifting from patching legacy models to rebuilding measurement around speed, strategy and trust — and AI is at ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Jessica Thorpe Social ...

The marketing landscape is undergoing a significant transition with the deprecation of the third-party cookie. For marketers, those cookies have been the backbone of digital advertising for years: ...

Pharma marketers have always faced a delicate challenge: Get the right message to the right patient at the right time, while navigating one of the world’s most highly scrutinized industries. Today’s ...