Clear Answers to Marketing Measurement Questions

Marketing mix modeling (MMM) is an analytics approach that helps organizations understand how different marketing investments and business activities drive sales. But let's be clear - while the basic concept is simple, real marketing mix modeling is one of the most sophisticated tools available for measuring marketing's true business impact. Read the Full Article

Marketing attribution answers a seemingly simple question: which marketing activities drove results? But in today's complex business environment, getting to the truth is anything but simple. At its core, marketing attribution tracks the touchpoints in a customer's journey and assigns credit for conversions or sales.  Read the Full Article

Marketing analytics is the practice of measuring, analyzing and managing marketing performance to maximize effectiveness and optimize marketing return on investment. But let's be clear, while basic analytics might tell you if your campaigns are getting clicks or likes, true enterprise marketing analytics reveals whether your investments are actually driving business growth. Read the Full Article

Marketing incrementality measures the true business impact of marketing by isolating what would have happened without marketing activities. In simple terms: "How many additional sales did my marketing actually cause?" This concept matters because basic analytics can tell you that sales increased during your campaign, but incrementality reveals whether your campaign actually caused those additional sales. Read the Full Article

Marketing testing measures the impact of marketing activities through controlled experiments. By comparing results between defined test and control groups, organizations identify which strategies actually drive business growth. Read the Full Article

Marketing effectiveness measures whether your marketing investments drive real business growth, while marketing efficiency focuses on how well you spend your marketing budget. This distinction matters because global enterprises often focus too heavily on efficiency metrics that look good on paper but don't necessarily translate to actual sales impact. Understanding the difference – and knowing how to measure both – has become crucial as organizations face pressure to prove marketing's contribution to the bottom line. Read the Full Article