What is Marketing Mix Modeling?
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How to Measure Marketing Effectiveness Beyond Last-Click
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The 5 “Data” Errors to Avoid When Conducting an MMM
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What is Google Privacy Sandbox?
Google has decided not to eliminate third-party cookies on Chrome, but it has still launched the Privacy Sandbox APIs. Many marketers breathed a sigh of relief. However, even without a forced deprecation, the ecosystem is inexorably moving towards a world with reduced traceability. Safari and Firefox have already elimina
The Dual Engine Revolution – The Peculiarity of Core Analytics’ Econometric Model
The CMO’s Dilemma: When the Same Investment Yields Two Different Results Have you ever received ROI estimates for the exact same TV campaign from two different partners, with a discrepancy approaching 50%? The immediate reaction is to suspect a data error or incompetence from one of the providers, but the reality i
Core Lift Guide
Core Lift: The Certified Incrementality Study to Validate Channels That Last-Click Cannot Measure What Is Truly Needed to Measure the Effectiveness of a Channel Like TikTok When Last-Click Doesn’t Work and the Budget Doesn’t Justify Marketing Mix Modeling? A properly conducted lift test is required. Today, ge