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.
Airline Use Case: Working with an Airline Through the 2026 Gulf Airspace Closure
On 28 February 2026 the Gulf states closed their airspace. A network carrier MarSci works with lost every departure from its hub overnight. By the end of the first week of March its bookings were […]
What is Meridian (MMM), for marketing mangers
This is an honest guide to Meridian, the open source MMM (Marketing Mix Model) by Google. It is written by a PhD in statistics who, as it happens, has also done the job of a […]
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.
Cross-Channel Marketing Platforms: What They Do and What They Don’t
Cross platform marketing tools sorted into four jobs: orchestration, activation, customer data and measurement, with the choosing questions that matter.
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.
Marketing Analytics for Mobile and Apps: Past the Install
Mobile marketing analytics in three layers: MMP attribution, the store consoles, and product analytics, with Adjust mobile analytics and GA4 in context.
Predictive Analytics and Data Science in Marketing
Predictive marketing without the mystique: what the methods actually do, where they pay, the reality check, and why predicting is not causing.
Customer Data Platforms (CDPs) Explained
CDPs without the hype: what they do, CDP versus warehouse versus CRM, the Salesforce Data 360 rename, composable patterns, and whether you need one.
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.