Marketing Analytics for Finance and Insurance: Measuring Under Regulation
Marketing analytics in banking and insurance: the constraints, core-system outcome joins, the metric set, and aggregate methods compliance approves.
Adjust vs Branch vs Kochava vs Singular: all major MMPs Compared
The MMP field beyond AppsFlyer compared fairly: Adjust, Branch, Kochava and Singular mobile attribution, ownership, pricing and stack fit.
Campaign Attribution in Salesforce, what is it and how you can use it
Campaign attribution in Salesforce: the two Campaign Influence versions, the models and what needs Account Engagement, and honest reading advice.
Cross-Channel Campaign Management: One Story, Many Doors
Cross-channel campaign management that works: one brief adapted per channel, one taxonomy, one calendar, the failure modes, and one neutral scoreboard.
Marketing Metrics and KPIs That Actually Matter
Digital metrics sorted from KPIs that commit: the money layer, channel picks with caveats, Goodhart’s law, and a KPI set that drives decisions.
How MMM Works: Bayesian and Econometric Methods in simple words
MMM econometrics in plain words: regression, adstock, saturation, and why modern models went Bayesian. No PhD required to follow any of it.
What is Retail Attribution: Connecting Media to Store and Online Sales
Retail attribution across store and online: loyalty bridges, geo-experiments, and the aggregate layer that measures the till without a pixel.
TV, CTV and Offline Attribution: Measuring the Unclickable
CTV attribution, TV, radio and podcasts: what spike analysis, codes and household matching honestly measure, and where MMM completes it.
Marketing Attribution for iGaming and Online Casinos
iGaming attribution done honestly: FTDs and player value, the affiliate question, regulation’s effect on tracking, and compliant measurement.
Marketing Mix Modeling Tools and Companies: An Honest Guide
The marketing mix modeling tools market in three buckets: open-source engines, enterprise suites, and managed platforms. An honest guide.