Multi-touch attribution, incrementality testing, and marketing mix modeling.
5 articles
As cookies disappear and platform reporting becomes less reliable, Marketing Mix Modeling (MMM) is making a comeback. Here's how to build a modern MMM practice, what it can and can't tell you, and how to use it alongside incrementality testing.
Attribution is broken. Third-party cookies are dead. But incrementality testing gives you definitive proof of what drives revenue—no tracking pixels required. Here's how to run tests that actually matter.
A practical first-party data strategy for 2026: collection, consent, server-side tracking, and CDP activation.
A practical guide to multi-touch attribution: model types, when to use each, and common mistakes that distort budget decisions.
Impressions and clicks don't pay the bills. Here are the 15 metrics that actually predict revenue growth—and how to track them without drowning in data.
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