Social ROI measures the financial return generated by social media activity, expressed as a relationship between what you spent and what you gained in revenue, pipeline, or cost savings. Engagement metrics measure how people interacted with your content: likes, shares, comments, reach, and impressions. The two are related but not interchangeable, and treating one as…
Multi-channel attribution modeling is the process of assigning credit for a conversion across the multiple touchpoints a customer interacts with before they buy. Instead of giving all the credit to the last ad someone clicked or the first channel they found you through, attribution modeling attempts to distribute that credit more honestly across the full…
Competitor analytics tools give you a window into what your rivals are doing across search, paid media, content, and traffic. The best ones, used well, can sharpen your strategy and surface opportunities you would have missed. The worst use of them is treating their numbers as fact. Every tool in this category is working from…
Marketing attribution is the process of assigning credit to the channels, campaigns, and touchpoints that contributed to a conversion. In practice, it is one of the most contested, imperfect, and commercially important problems in marketing. No model gets it completely right. The question is which imperfection you can live with, and which decisions you are…
Marketing management analytics is the practice of collecting, interpreting, and acting on data to improve marketing decisions and commercial outcomes. Done well, it connects campaign activity to business results. Done poorly, it produces dashboards full of numbers that nobody uses to change anything. The gap between those two outcomes is almost never a technology problem….
A multi-channel attribution model is a framework for assigning credit to the marketing touchpoints that contributed to a conversion, rather than giving all the credit to a single channel. Instead of pretending a customer appeared from nowhere and clicked “buy” on the first ad they saw, attribution models attempt to map the real path: the…
Social media analytics tools for influencer selection are built around metrics that are easy to measure, not metrics that matter. Follower counts, likes, and reach figures look authoritative inside a dashboard. They are not. The numbers that actually predict whether an influencer partnership will drive commercial outcomes, audience quality, genuine engagement patterns, and content-audience fit,…
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,…
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…
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