Attribution modelling is the practice of assigning credit to the marketing touchpoints that contribute to a conversion. At its simplest, it answers the question: which channels and interactions drove this sale? In practice, it is one of the most contested, imperfect, and commercially consequential decisions a marketing team makes. Every attribution model is a set…
The Gartner Magic Quadrant for analytics platforms is one of the most referenced documents in enterprise technology procurement. It positions vendors across two axes, execution and vision, and places them into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. For senior marketers and technology buyers, it functions as a shortcut, a way to narrow a…
A data analytics strategy is a structured approach to deciding what you measure, why you measure it, and what decisions that measurement is supposed to inform. Most teams skip this and go straight to the tools, which is why they end up with dashboards full of numbers that nobody acts on. The problem is rarely…
The Gartner Data and Analytics Summit 2025 brought together data leaders, analytics practitioners, and technology buyers to work through the questions that actually matter in modern marketing measurement: what do we trust, what do we build, and what do we stop pretending is working. If you cut through the vendor noise and the keynote theatre,…
An analytics operating model is the framework that defines how your organisation collects, interprets, and acts on marketing data. It covers who owns what, how data flows between tools and teams, what gets measured and why, and how insights connect to commercial decisions. Without one, even the most sophisticated analytics stack produces noise rather than…
Media mix modelling is a statistical method that estimates the contribution of different marketing channels to a business outcome, typically revenue or sales. It uses historical data to build a regression model that attributes performance across paid media, owned channels, and external variables like seasonality and pricing. Done well, it gives you a defensible view…
Software that links customer experience metrics to revenue performance does one thing most analytics stacks cannot: it connects how customers feel at each touchpoint to what they actually spend. The practical output is a clearer read on which CX investments are generating commercial return and which are generating goodwill reports that nobody acts on. The…
The marketing ROI equation is straightforward on paper: subtract your marketing costs from the revenue those efforts generated, divide by the cost, and express the result as a percentage. What makes it complicated in practice is almost everything else, including which costs you include, which revenue you attribute, over what time period you measure, and…
Customer value metrics are the financial measures that tell you how much revenue a customer generates over time, how much it costs to acquire them, and whether the relationship is worth maintaining. Done well, they shift your marketing from chasing transactions to building a portfolio of profitable customer relationships. Most teams track acquisition cost and…
Marketing attribution models assign credit to the channels and touchpoints that contribute to a conversion. The model you choose shapes how you read performance, where you invest budget, and which teams get rewarded. Get it wrong and you end up optimising for the wrong things. There is no attribution model that tells you the complete…
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