Marketing analytics
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Marketing artificial intelligence (AI)
AI can find patterns, but marketers must figure out what they mean
The biggest opportunity for AI in marketing could be the questions you haven't thought to ask — and the customer behaviors they reveal.
Your 2027 media plan has a channel problem
Your best-performing channel may get too much money while higher-value customer opportunities go overlooked.
How to test incrementality before peak spending starts
Waiting until Cyber Week is too late. Run holdouts early enough to see which channels create lift, then move budget before the expensive days arrive.
Your CEO wants answers your dashboard can’t give
Marketing metrics show what happened in a campaign. The harder job is connecting customer behavior to growth, margin, and profit.
Why organic traffic can fall while revenue stays strong
Before overhauling your SEO strategy, look at branded search, high-intent visits, and pipeline data to see whether there's actually a problem.
The creative cost of chasing small performance gains
Small performance gains can lead to big strategic distractions. Creative judgment and long-term business goals matter more than chasing metrics.
Your marketing metrics are training your team to make bad decisions
Cheaper clicks and more leads can look like wins while qualified pipeline stalls. Uncover the tradeoffs behind your performance numbers.
The psychological advantage of incrementality testing
Cutting spend feels risky. Keeping an unprofitable tactic often feels safe. Better evidence helps you challenge that imbalance.
Brand measurement needs a new source of truth
AI makes it possible to combine search, social, ecommerce, and commercial signals for a more continuous view of brand health.
OpenAI testing third-party-style tracking in ChatGPT ads
A persistent identifier could improve ChatGPT ad measurement while creating new questions about consent and the personal data behind it.
When marketers should ignore the data
Not every change in a marketing metric deserves a response. Marketers need to separate temporary fluctuations from signals worth acting on.
AI speeds marketing production, but measurement lags
AI is accelerating marketing production, but most teams still measure clicks instead of business outcomes, limiting their ability to prove AI's impact.
Marketing artificial intelligence (AI)
How to measure marketing when AI owns discovery
AI is becoming the new top of the funnel. Learn how to update lagging analytics to capture brand demand, engagement and buyer intent.
Open source made MMM cheaper, not easier
Free tools have lowered the cost of marketing mix modeling, but data quality and human expertise remain the biggest barriers to success.
Why CIPA is changing the conversation around digital tracking
CIPA is prompting companies to rethink tracking, consent, and data collection. Here's what marketers need to know and how to respond.
Why your top ranking no longer means you’re winning
AI and personalization are replacing one-size-fits-all rankings with unique customer journeys, forcing marketers to rethink how they measure visibility.
Marketing measurement is breaking under its own complexity
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.
Why marketing measurement needs triangulation
Effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single source of truth.
Your campaigns span 12 channels. Why does it feel like 12 jobs?
The cross-channel ad ops problem is real and mostly ignored. Here's what it's costing performance marketers — and what's actually changing.
Why some GTM teams move faster than yours.
New global research data reveals the tech gap quietly costing teams speed, revenue, and competitive ground.
GA4 now tracks AI chatbot traffic automatically
Google Analytics just made it easier to see how much traffic AI assistants are sending to your website.
The 4 marketing metrics that matter in the boardroom
CMOs can lose credibility when they rely on analytics theater. Focus board conversations on the metrics tied to revenue and profitability.
Amplitude and Statsig deal raises questions for customers
Amplitude gets the Statsig platform and customers, but OpenAI keeps the team that built the technology.
Why performance marketing needs more than ROAS
Return on ad spend can’t explain growth. Here’s how to evaluate marketing’s true contribution to business outcomes.
Google simplifies enhanced conversions in Ads
Google is streamlining enhanced conversions, improving accuracy while reducing setup complexity for advertisers
Why direct traffic in GA4 isn’t what it looks like
Direct traffic isn’t always intentional. In GA4, it often captures missing referrer data, untagged campaigns and AI-influenced visits.
The era of data dominance is over, and it didn’t last very long
Data was the new oil, but context is the new refinery. Because without a refinery, oil is just a smelly, toxic mess that often brings more harm than good.
Google launches no-code Scenario Planner built on Meridian MMM
Google’s Scenario Planner gives you a no-code way to turn Marketing Mix Model insights into budget and ROI decisions.
If your measurement strategy delays decisions, it’s broken
When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L.
ActiveCampaign’s latest move signals the era of self-driving campaigns
The purchase of Feedback Intelligence shows that learning, self-correcting AI agents are redefining how modern campaigns are built and measured.
AI could unlock $32B for marketers, if we fix measurement first
When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations matter more than new tools.
75% of marketers say their measurement systems are falling short
Marketers are shifting from patching legacy models to rebuilding measurement around speed, strategy and trust — and AI is at the center of it.
Marketing artificial intelligence (AI)
Why AI visibility can increase direct traffic even when nobody clicks
Seeing a spike in direct traffic you can’t explain? It’s not a glitch. Here’s how to prove AI visibility is driving brand recall — even when you don't get the click.
How smart leaders use marketing metrics to navigate uncertainty
Marketing metrics aren’t a pass fail test but a navigation system for making better decisions in an unpredictable market.
You no longer have to choose between insight and impact
AI is eliminating the either/or of qualitative depth and quantitative scale, giving marketers a new way to understand people and performance at once.
The free AI tool that exposes messaging gaps on your site
NotebookLM’s Audio Overview lets marketers hear how their site lands with fresh eyes — revealing the gaps that cost attention, trust and conversions.
IAB launches Event and Conversion API to standardize advertisers’ shared data
The new ECAPI spec aims to simplify how advertisers share marketing outcomes with platforms, for cleaner data, easier integrations and smarter AI optimization.
Why engagement metrics matter more than sessions in AI search
Sessions don’t tell the full SEO story in AI search. Engagement metrics reveal whether content actually satisfies user intent.
How to tell if you have too many tools in your stack
Marketing stacks with too many underused platforms are adding cost, complexity and drag where efficiency was promised.
5 ways to improve marketing measurement in 2026
Can your measurement systems stand up to leadership’s toughest questions about impact, incrementality and decision-making?