marketing measurement

Marketers' confidence in performance measurement tools has stalled, with many reporting no improvement or a decline in trust, and internal…

Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It…

LinkedIn's new Company Intelligence API directly connects ad campaign metrics to sales pipeline growth and revenue, helping B2B marketers prove…

Measuring social media ROI is a major challenge, with only 44% of marketing leaders confident in their expertise despite 80%…

Multi-touch attribution (MTA) is declining due to its misleading insights, overemphasis on clicks, and inability to account for privacy changes…

Traditional SEO attribution models are struggling due to evolving search behaviors, AI-generated answers, and fragmented user journeys, making it harder…