Data insights for improving creative marketing content work best when you stop treating data as a verdict and start treating it as a conversation. The numbers tell you what happened. They rarely tell you why, and they almost never tell you what to make next. That distinction matters more than most marketing teams acknowledge. I’ve…
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,…
The best agencies for integrating creative and data in 2025 are not the ones with the most impressive tech stacks. They are the ones that have built operating models where insight and execution share the same room, answer to the same brief, and are judged by the same commercial outcomes. That distinction matters more than…
Partner performance metrics are the numbers you use to decide whether a commercial relationship is worth keeping. Done well, they separate partnerships that generate real business value from those that generate impressive-looking reports. Done poorly, they give confident cover to relationships that are quietly costing you money. Most partner measurement sits closer to the second…
First click attribution gives all the credit for a conversion to the channel that started the experience. Last click attribution gives all the credit to the channel that ended it. Both models are simple, both are widely used, and both will systematically mislead you about where your marketing is actually working. The question is not…
Marketing attribution is the process of assigning credit for a conversion to one or more touchpoints in a customer’s path to purchase. The model you choose determines which channels look effective, which look wasteful, and where budget flows next. That makes it one of the most commercially consequential decisions in your measurement stack, and one…
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