Insights for Data-Driven Marketers

Branded search correlates strongly with conversions. That does not mean it is creating demand. Here is why the distinction matters for your media budget.

Objective Platform's Arno Witte and Sven Meijer on building a holistic view of marketing with automated MMM, and why it beats working in channel silos.

Building an MMM in-house is possible, but the costs, expertise and maintenance requirements are often underestimated. Here is what to weigh up first.

Most media plans are evaluated after the fact. Predictive marketing and MMM let you model outcomes before you spend, so budget decisions are based on evidence rather than assumption.

Traditional MMM measures media channels. Holistic Marketing Mix Modelling measures everything that drives your business outcomes. Here is how it works.

Budget allocation decisions are only as good as the measurement behind them. Here are the five challenges CMOs consistently face and how to address each one.