Marketing Marketing Mix Performance Marketing 
Martech
JANUARY 29, 2025
Google on Wednesday officially launched Meridian, its open-source marketing mix model (MMM) designed to help marketers allocate budgets more effectively in a dynamic digital landscape. Meridians open-source structure offers complete transparency, allowing marketers to adapt the code and model parameters to their specific needs.
Martech
DECEMBER 16, 2024
As marketers, weve put a lot of work into fooling ourselves. We spend millions creating a marketing mix based on assumptions crafting buyer personas and guessing at customer problems. Its the marketing equivalent of I dont know where were going, but were making great time! We think we know what were doing.
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Martech
MARCH 12, 2025
Marketing budgets are doing two things right now tightening and transforming. With consumer spending power squeezed and C-suites scrutinizing every expense, businesses and the marketers who support them have come to a critical inflection point: adapt to inflation or watch your ROI evaporate. Simply cutting costs won’t cut it.
Martech
OCTOBER 31, 2024
Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. Marketers identify high-volume keywords and craft content to rank for those terms, driving website traffic.
Martech
MAY 2, 2025
The marketing qualified lead (MQL) is one of the most widely used metrics in marketing but it’s increasingly under fire. MQL marks the border between marketing and sales silos The MQL was born a couple of decades ago when sales management realized customers increasingly use digital media to make buying decisions.
Martech
MAY 27, 2025
Where it shines and where its important to assess impact is the lift it creates for your other active marketing channels. Used strategically, CTV can support and amplify your performance marketing efforts. When to add CTV to your marketing mix Im a big proponent of CTV campaigns, but I dont recommend that every brand jump in.
Martech
APRIL 17, 2025
And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. Most marketers approach branded search with a healthy dose of skepticism. Attribution. Oh, attribution. Processing. The problem?
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