How to measure the incremental impact of branded SEA
Your attribution report probably overvalues the impact of branded SEA. Learn how to use DiD to measure its true incremental impact.
How to understand and use statistical significance for marketing
Why statistical significance is important for marketing experiments – and how you can use it to improve your marketing ROI.
MTA vs MMM: what methodology to use and when
Multi-touch attribution or marketing mix modelling – which should you use? Read about which method to choose, and in what business situation.
How MMM with Meta’s Robyn really works
Many use Robyn for marketing mix modelling – but how does it work? Learn how the modelling process works and how you should interpret the results.