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.
Multi-channel attribution models are frameworks that assign credit to the marketing touchpoints a customer interacts with before converting. The model you choose determines which channels appear to be working, which appear to be wasting budget, and in the end, where you invest next. Get the model wrong and you will be optimising toward a fiction….
Cross-channel marketing measurement is the practice of understanding how your marketing activity across multiple channels, collectively and individually, contributes to business outcomes. Done well, it replaces the illusion of channel-specific certainty with an honest picture of what is actually driving results. Most businesses are not doing it well. They are counting impressions on one screen,…
Crocs went from a brand that everyone mocked to one that sells hundreds of millions of pairs a year. That turnaround did not happen because of a single viral moment. It happened because the brand made deliberate decisions about who it was for, what it said, and where it showed up. For anyone working in…
Influencer attribution models determine how you assign credit for conversions that happen after someone interacts with influencer content. The challenge is that no single model captures the full picture, because influencer touchpoints are often mid-funnel, indirect, and spread across platforms that don’t talk to each other cleanly. That doesn’t mean you pick a model at…
Multichannel attribution is the process of assigning credit for a conversion across the multiple touchpoints a customer interacted with before buying. Done well, it tells you which channels are genuinely contributing to revenue. Done badly, which is most of the time, it tells you a story that flatters your last click and quietly buries everything…
Social media attribution is the process of connecting social media activity to business outcomes, typically revenue, leads, or conversions. Most businesses do it badly, not because the tools are inadequate, but because the model they’re using to interpret those tools is wrong from the start. The problem is not that social media is unmeasurable. The…
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