Multi-touch attribution and marketing mix modeling answer different questions, and using the wrong one for the job is one of the most common and costly mistakes in marketing measurement. Multi-touch attribution tracks individual customer journeys across digital touchpoints to assign credit for conversions. Marketing mix modeling uses statistical analysis of aggregated data to estimate the…
Marketing agency metrics fall into two categories: the ones that look good in a deck and the ones that tell you whether the business is healthy. Most agencies track both, but only act on the first. The metrics that actually predict growth tend to be less glamorous, harder to explain to clients, and far more…
Organic share of voice measures the percentage of total available organic search visibility your brand captures across a defined set of keywords, relative to competitors. If ten brands are competing for the same keyword set and you rank for 30% of the total estimated traffic those terms generate, your organic share of voice is 30%….
A sales enablement framework is a structured system that aligns marketing content, sales tools, training, and processes to the actual stages of a buyer’s experience, so that sales teams have what they need, when they need it, to move deals forward. Most companies have pieces of one. Very few have a framework that actually changes…
Programmatic advertising strategy is the structured approach to planning, buying, and optimising automated media across channels, with the goal of reaching the right audience at the right cost, at scale. Done well, it connects real business objectives to media decisions. Done poorly, it burns budget retargeting people who were already going to convert. Most programmatic…
Omnichannel loyalty programs connect customer behaviour across every channel, online, in-store, mobile, and beyond, into a single coherent experience that rewards engagement regardless of where it happens. Done well, they increase retention, deepen customer relationships, and generate the kind of data that actually improves marketing decisions. Done poorly, which is most of the time, they…
Cross-sectional survey design captures data from a population at a single point in time. It is one of the most widely used research methods in marketing because it is fast, scalable, and relatively affordable. When the methodology is sound, it gives you a reliable snapshot of attitudes, behaviours, or perceptions across different groups. When it…
Customer experience research is the systematic process of gathering and analysing data about how customers interact with a business, from first awareness through to repeat purchase and advocacy. Done well, it surfaces the specific friction points, unmet expectations, and emotional disconnects that aggregate data simply cannot show you. Most businesses think they understand their customers…
Quantitative market research is the structured collection and statistical analysis of numerical data to answer specific business questions about markets, customers, and behaviour. Unlike qualitative methods, which explore why people think or feel a certain way, quantitative research tells you how many, how often, and to what degree, giving you the scale and confidence to…
Autocratic decision making, in a buyer psychology context, is when one person makes a purchase decision without seeking input from others. No committee, no consensus, no waiting for alignment. The decision is made, and the process moves forward. This matters to marketers because a meaningful share of buying decisions, including significant ones, happen this way….
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