As we begin 2023, I can confidently say that digital marketing is now just “marketing.” This blurs the lines between funnel objectives and channel selection, increases the ever-growing need for a ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...

Many brands are setting up in-house teams to do work traditionally performed by agencies, and a new model of advertising and marketing is emerging. The Fast Company Executive Board is a private, ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

A good strategy can help a company attract new customers, communicate with them, and collect important data Elysse Bell is a finance and business writer for Investopedia. She writes about small ...