Multi-Touch Attribution vs. Media Mix Modeling: What Brands Need to Know
Marketing attribution has become increasingly complex in today’s multi-channel world. This article explores two popular attribution methods: Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM). Drawing…
MarTech: Driving growth through data: Optimizing the purchase stage
The following article was written for MarTech by Greg Kihlström. Without good data collection, access and analysis, it is harder for brands to understand their customers.…
MarTech: Driving growth through data: Optimizing the retention stage
This article was written by Greg Kihlström for MarTech. In this final article in the series, we’ll uncover how data can play an impactful role as…
MarTech: The strategic rise of the marketing analyst in the age of AI
This article was written by Greg Kihlström for MarTech. Marketing analysts are evolving from report builders to strategic advisors. Uncover how AI, automation and data democratization…
Expert Mode: Navigating the New Frontier of Omnichannel Attribution
Attribution has long been one of marketing’s thorniest challenges. With consumers increasingly shifting between devices, channels, and even physical locations, determining which strategies truly drive conversions…
Enhancing brand awareness with out-of-home advertising
The quest for effective brand awareness strategies remains paramount for businesses seeking to capture consumer attention and drive engagement. Among the myriad of advertising channels available…
CustomerThink: Elevating the Customer Experience with a Continuous Improvement Approach
Continuous improvement in customer experience (CX) is paramount for organizations aiming to maintain their edge when competition is fiercer than ever. With consumers having unprecedented access…
Email Personalization is Constantly Evolving
Email remains a cornerstone communication tool, despite its long-standing presence as a legacy channel. However, one of the most intriguing aspects of email marketing is its…
