A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...