Articles

In my LinkedIn posts, I often critique MMM, and some people might even perceive me as anti-MMM. Nevertheless, this is not the case. My primary statement is not that MMM doesn't work. To be precise, my statement is that MMM doesn't work for 99% of online businesses.

In this article, I aim to explain in simple business terms how relying solely on Average ROAS and Average CPA can literally burn your money. This issue is equally relevant if you’re using Target ROAS or Target CPA bidding strategies in your ad platforms.

In recent years, the digital advertising landscape has been reshaped by growing tracking limitations and privacy restrictions. The decline of cookie-based tracking, coupled with the rise of stringent regulations like GDPR and CCPA, has left advertisers grappling with how to accurately measure the true impact of their campaigns.

Brand awareness campaigns sound impressive but often target low-quality audiences. Learn why this common strategy wastes your ad budget.

In this article, I will provide you with the methodology to find the best possible attribution for your business. As you know, choosing the right attribution is crucial for maximizing revenue from your marketing mix.

Post-view attribution is a widely discussed topic in the advertising world, often heralded as a way to measure the unseen, silent magic of ads that supposedly nudge consumers toward purchases without requiring a single click.

The digital marketing landscape is changing drastically, cookie limitations and tracking restrictions are the number-one factors that motivate the industry to develop. Let's review the top 6 marketing attribution trends.

Why traditional models are fading and how predictive methods are taking the lead in marketing attribution.

Cookie restrictions and tracking regulations make traditional attribution inaccurate. See how ML and AI-driven marketing attribution change the game and shape the future.

Learn about the top 3 challenges modern marketers face in marketing attribution due to tracking restrictions and how to overcome them..