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Breakthrough in Attribution: How Weekly Budget Changes Unlock Regression-Based Attribution for Ad Operations

The Attribution Dilemma Every digital marketer knows the challenge of digital attribution today. It’s increasingly difficult to measure and attribute conversions/orders and sales across digital channels, campaign tactics and ad sets. For a long time, we’ve been optimizing based on multi-touch attribution, last touch attribution, bathtub attribution, or what I call a deterministic approach. You […]

Performance Marketing

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 Analyse als Validierungsmethode

Was ist die Causal Impact Analysis und wie funktioniert sie? Lernen Sie die Grundlagen, ihre Bedeutung und Anwendungen in unserem neuesten Artikel kennen!

Performance Marketing

KI als Spielveränderer für Performance Marketing: Fünf Trends, die das Jahr 2025 verändern werden

Künstliche Intelligenz (KI) verändert weiterhin die Landschaft des Performance-Marketings und entwickelt sich von einem Modewort zu einem zentralen strategischen Instrument. Die Begeisterung der Verbraucher kehrt zurück und Unternehmen erkunden das Potenzial von KI. Das Jahr 2025 bietet sowohl spannende Chancen als auch kritische Herausforderungen. In diesem Blog werden wir über fünf entscheidende Trends sprechen, die […]

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 – Trends 2024

Entdecken Sie 2024's Performance-Marketing-Trends mit Nexoya: KI-Innovationen, die Ihre Branche umgestalten.

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