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Marketing Analytics guides
How to choose a marketing attribution or MMM tool Attribution, media mix modeling, and incrementality testing answer the same question three different ways. Pick the method before you pick a vendor. How to choose a marketing reporting tool Marketing data tools split into pipelines that clean and land data and dashboards that display it; pick the layer you're actually missing. How to choose an attribution model Rule-based, data-driven, MMM and incrementality testing answer different questions — pick by what decision the answer has to support. How to choose an email marketing platform Pick an email and lifecycle platform by what triggers a send, whether it proves lift with a holdout, and how pricing scales with your list. How to measure marketing without third-party cookies First-party data, server-side collection, modeled conversions, clean rooms, MMM and incrementality tests — the methods that replace what cookies used to do. How to run marketing mix modeling What data an MMM needs, the build-vs-buy choice between open-source libraries and managed vendors, and how to validate the model with real experiments.