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Insights for Data-Driven Marketers

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Marketing Analytics: How to Move From Reporting to Decisions

Attribution & Measurement

Marketing Analytics: How to Move From Reporting to Decisions

A practical guide to marketing analytics that goes beyond dashboards: descriptive, predictive and prescriptive analysis, plus how to measure what actually drives revenue.

Marketing Measurement: How to Prove What Actually Works

Attribution & Measurement

Marketing Measurement: How to Prove What Actually Works

The complete guide to marketing measurement: what it is, the three main methods (attribution, marketing mix modelling and incrementality testing) and how to build an approach that proves value.

Performance Max and Paid Search campaigns competing for the same Google search inventory

Attribution & Measurement

Is Performance Max Cannibalising Your Paid Search?

How rising Performance Max investment affects Paid Search, why platform reporting cannot see the overlap and what MMM and incrementality testing reveal.

Marketing budget allocation across channels in Objective Platform

How to Build a Budget Marketing Plan That Holds Up All Year

A practical guide to building a marketing budget that holds up under scrutiny, from allocation to forecasting to proving ROI.

Illustration showing how a geo-lift experiment isolates the incremental value of Branded Search in an MMM workflow

Experiments & Validation

Validating Marketing Assumptions with Geo-Lift: Branded Search in Focus

How a geo-lift study confirmed that Branded Search was protecting revenue, not just capturing conversions that would have happened anyway.

Illustration of scattered marketing data sources being brought together into one measurement-ready foundation

Marketing Mix Modelling Fundamentals

Marketing Data Readiness: How to Build a Foundation for Measurement

Most marketing data is scattered before analysis can begin. Here is how to get it measurement-ready, from data discovery to a live model.

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