We built better measurement, but forgot to move the budget 😉 Marketing teams love dashboards. We built reporting layers, attribution models, CRM integrations, weekly reviews, and increasingly sophisticated measurement stacks. That was necessary, but there is an uncomfortable question I keep coming back to: How often does better measurement actually help us change where the […]
Read morePerformance Marketing
ROAS is great, everybody understands it, it updates fast, and it gives you a nice number to put into a dashboard. Great 😉But it can also make budget allocation look much easier than it really is. Lets take an example: Imagine Campaign A has a ROAS of 800% and Campaign B has a ROAS of […]
AI & Marketing
Performance Marketing
A cheap lead is not always a good lead, and that sounds obvious. But a lot of paid media optimization still works as if it were not true. Example: An insurer sees a calculator entry, a bank sees an account application, the ad platform sees a conversion and starts optimizing for more of them. Great […]
Performance Marketing
Digital attribution is broken. With cookies disappearing and data silos growing, traditional models can’t keep up. Discover how regression-based attribution combines AI, experimentation, and cross-channel insights to make marketing measurable again.
Performance Marketing
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
What is Causal Impact Analysis and how does it work? Learn the basics, its importance, and applications in our latest article!
Performance Marketing
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. […]
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