Move the Needle with Media Mix Modeling (MMM)
25% of your media budget is being misallocated. Here’s how you solve it amidst shifts in privacy settings.
Adopting an Annotation-Driven Culture
Organizations want to adopt a “data-driven” culture. But many are left with the question: “what to do next?”
The SKAN 4.0 Rundown
SKAN 4.0 brings us the most substantial measurement changes to Apple’s attribution system. Read on to know more.
Marketing Exploratory Data Analysis
Adopting a data exploration framework to avoid anxiety.
Creative Testing: AI is the new A/B
New limits for mobile tracking have led publishers like Meta and Google to shift from AB testing to dynamic creative formats, reliant on algorithms. It may look like marketers are losing creative control, but algorithms are reactive and the results sustain better campaign performance over time.