If you cannot measure it, you are guessing. Marketing analytics, conversion rate optimisation, and funnel architecture turn intuition into evidence and evidence into better decisions.
The gap between good marketers and great ones is usually data literacy. Not dashboards and vanity metrics, but knowing which numbers actually predict outcomes and which ones just make reports look busy.
Attribution models are frameworks that assign credit for a conversion across the marketing touchpoints a customer encountered before converting. The model you choose determines which channels look effective, which get defunded, and, in many cases, which version of reality your business is making decisions from. There are six common attribution models in widespread use: first-touch,…
Marketing mix modeling (MMM) has moved from a tool used by a handful of large consumer goods companies to something most serious marketing teams are actively evaluating or rebuilding. The shift is being driven by the collapse of reliable cookie-based attribution, growing pressure to justify spend across channels, and the arrival of faster, more accessible…
Ecommerce attribution is the process of assigning credit to the marketing touchpoints that contributed to a sale. Done well, it tells you where to invest more. Done poorly, it tells you a confident-sounding story that happens to be wrong, and you make budget decisions accordingly. Most ecommerce businesses are doing it poorly. Not because they…
An algorithmic attribution model uses machine learning to assign conversion credit across touchpoints based on observed patterns in your data, rather than applying a fixed rule like last click or linear. Instead of splitting credit evenly or giving it all to the final interaction, the model calculates how much each channel, campaign, or ad contributed…
The linear attribution model divides conversion credit equally across every touchpoint in a customer experience. If a customer saw a display ad, clicked a paid search result, opened an email, and then converted through organic search, each of those four interactions receives 25% of the credit. It is one of the simplest multi-touch models available,…
Cross-channel CRO is the practice of optimising conversion rates across multiple traffic sources simultaneously, treating channel behaviour as a variable rather than a constant. Most CRO programmes fail not because the testing is wrong, but because they treat every visitor as equivalent, ignoring the fact that a paid social click and an organic search visit…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice