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5 Reasons Why Measurement Triangulation is a Risky Idea for Marketers

Marketers are told to combine MMM, MTA, and experiments for a complete view of performance. In practice, triangulation often fails: broken attribution, weak experiments, and historic-only MMM lead to conflicting signals and decision paralysis. Here are 5 reasons why marketers should rethink this approach.

Performance Marketing

Causal Impact Analysis as a Validation Method

What is Causal Impact Analysis and how does it work? Learn the basics, its importance, and applications in our latest article!

Performance Marketing

AI as a Game-Changer for Performance Marketing: Five Trends Shaping 2025

Artificial Intelligence (AI) continues to reshape the landscape of performance marketing, evolving from a buzzword to a central strategic tool. With consumer enthusiasm returning and businesses exploring AI’s potential, 2025 presents both exciting opportunities and critical challenges. In this blog, we will talk about five pivotal trends that will define the future of performance marketing. […]

Performance Marketing

7 Steps to Make Your Marketing Mix Model Actionable for Performance Marketing

Did you know that half of all Marketing Mix Models (MMMs) fail to be implemented in real-world execution, essentially becoming expensive shelf-warmers rather than practical tools? The key to creating truly actionable MMMs lies in proper tactical segmentation—moving beyond broad channel-level analysis to examine specific tactics like brand search versus generic search, while setting clear boundaries and ensuring clean, structured data from the start.

Performance Marketing

Performance Marketing – 2024 Trends

Uncover 2024's key performance marketing trends with Nexoya. Explore AI-driven innovations that are reshaping the industry.

Performance Marketing

Mastering Marketing Mix Modeling: Your Key to Unleashing Greater Sales Impact

Discover marketing mix modeling in our new blog: decode past trends, shape the future, and maximize ROI in a dynamic market.

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