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.
Between 1958 and 1969, Coca-Cola made one of the most consequential strategic decisions in advertising history. It stopped selling a fizzy drink and started selling a feeling. The product stayed the same. The marketing changed almost everything else. What makes this period worth studying now is not the creativity, it is what it revealed about…
KPIs and OKRs are not the same thing, and using them interchangeably is one of the most common measurement mistakes I see in marketing teams. KPIs (Key Performance Indicators) measure the health of ongoing activity. OKRs (Objectives and Key Results) are a goal-setting framework designed to drive focused change over a fixed period. One tells…
B2B predictive analytics uses historical data, statistical modelling, and machine learning to forecast which accounts are most likely to buy, churn, or expand. Done well, it gives sales and marketing teams a sharper view of where to focus effort. Done poorly, it produces confident-sounding scores that send teams chasing the wrong prospects while the real…
Spotting outliers in marketing data means identifying data points that sit far outside the normal range of your metrics, whether unusually high, unusually low, or simply inconsistent with the surrounding pattern. Done well, it separates genuine signals from noise, protects budget decisions from distorted baselines, and occasionally surfaces the kind of insight that changes how…
Attribution reporting and the customer experience have a fundamental tension: attribution models are built on simplicity, and real customer behaviour is not simple. The more touchpoints involved before a purchase, the more any single attribution model will misrepresent what actually drove the outcome. That gap matters because budgets get allocated based on what attribution reports…
ABM KPIs are the metrics used to measure whether account-based marketing is working: engagement from target accounts, pipeline influenced by ABM activity, deal velocity, and revenue from named accounts. The challenge is that most teams track the wrong ones, or track the right ones in isolation, and end up with dashboards that look healthy while…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice