Multi-touch attribution vendors promise to show you exactly which marketing touchpoints are driving revenue. The reality is more complicated. These platforms offer a genuine improvement over last-click thinking, but they also carry assumptions, limitations, and commercial incentives that most buyers never fully scrutinise before signing a contract. This article covers the main players in the…
A marketing budget breakdown is the allocation of total marketing spend across channels, functions, and activities, typically expressed as percentages of overall budget or revenue. Most organisations split spend across paid media, content, technology, headcount, and agency fees, though the right mix depends heavily on business model, growth stage, and commercial objectives. The problem is…
A media buying agency plans, negotiates, and purchases advertising placements on behalf of a brand, across channels like paid search, programmatic display, connected TV, audio, and out-of-home. They sit between the advertiser and the media owner, and their core job is to get the right inventory at the right price, in the right context, at…
A value proposition is a clear statement of the benefit you deliver to a specific customer, why you deliver it better than the alternatives, and why that difference matters to them. Done well, it is the single most useful piece of strategic thinking a marketing team can produce. Done badly, it is a sentence nobody…
Marketing work management is the system a team uses to plan, assign, track, and deliver marketing output, from campaign briefs to asset production to go-live. Done well, it connects daily activity to commercial objectives. Done poorly, it becomes a layer of coordination overhead that keeps people occupied without moving anything forward. Most marketing teams have…
Behavioral economics is the study of how people actually make decisions, as opposed to how economists once assumed they would. Where classical economics imagined a rational agent weighing costs and benefits, behavioral economics found something messier: people who anchor on irrelevant numbers, avoid losses more than they seek gains, and choose differently depending on how…
Demand gen and lead gen are not interchangeable terms for the same activity. Demand generation creates the conditions for people to want what you sell. Lead generation captures contact details from people who may or may not already want it. Conflating the two is one of the most consistent ways marketing teams waste budget and…
A go-to-market framework is a structured plan that defines how a company will bring a product or service to its target customers, covering who you’re selling to, how you’ll reach them, what you’ll say, and how the commercial model supports it. Done well, it aligns marketing, sales, and product around a common set of decisions…
Predictive behavioral analytics uses historical data, statistical modeling, and machine learning to forecast how users are likely to behave in the future, whether that is converting, churning, clicking, or abandoning. When it works well, it gives marketing teams a meaningful head start on decisions that would otherwise be reactive. When it is oversold, it becomes…
SaaS growth rates are the most watched number in the sector, and also the most misread. A healthy growth rate depends entirely on where you are in the company lifecycle, what your cost base looks like, and whether the growth you’re recording is coming from new markets or just harvesting demand that already existed. Broadly,…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice