"Analytics" Articles

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From Attribution to Marketing Mix, Marketers Still Feel Like They’re in the Dark

Chris Elliott
by Chris Elliott November 27th, 2014
From Attribution to Marketing Mix, Marketers Still Feel Like They’re in the Dark

A number of studies about marketing mix modeling and marketing attribution explain the numbers behind marketers' measurements. Read Full Article

The Power of a Great Marketing Analytics Program (and How to Build One)

Chris Elliott
by Chris Elliott November 20th, 2014
The Power of a Great Marketing Analytics Program (and How to Build One)

If you want to know how powerful marketing analytics can really be—and how to do it well—just look to the companies that do it best. That’s one of the key lessons of the Marketing Analytics Leadership Award. Read Full Article

Understanding Twitter Box Office Impact in the UK

Chris Elliott
by Chris Elliott November 13th, 2014
Understanding Twitter Box Office Impact in the UK

Analysis of Twitter's impact on movie sales in the UK. Read Full Article

Three Reasons to Rethink Your Mobile Measurement

Chris Elliott
by Chris Elliott October 12th, 2014
Three Reasons to Rethink Your Mobile Measurement

Mobile marketing is here. How should you rethink analytics? Read Full Article

The New CMO/CFO Power Couple

Daniel  Kehrer
by Daniel Kehrer July 27th, 2014
The New CMO/CFO Power Couple

Connecting marketing and finance through analytics has broken down walls and is creating an entirely new level of visibility into marketing’s impact on financial performance. Read Full Article