Measurement How to Build a Marketing Measurement Strategy Your team's Monday dashboard review takes 45 minutes. Forty-seven metrics scroll across three screens, and the story they tell changes depending on which one you look at: traffic up 12%, email open rate down 3%, LinkedIn impressions somewhere in the millions. And when the CEO asks the only
Customer Analytics MROI Explained: Why Most Teams Calculate Marketing ROI Wrong Every B2B marketing team knows how to calculate MROI. Revenue minus cost, divided by cost, multiply by 100. Simple enough to fit on a slide and survive a CFO meeting. And it's quietly destroying your best campaigns while making your weakest ones look like stars. The formula itself
Attribution Multi-Touch Attribution vs. Last-Click: What Actually Changes When You Switch Your attribution model is probably costing you money. Not because the data is wrong, but because the model answers a question that doesn't matter as much as you think. Most marketing teams treat the switch from last-click to multi-touch attribution as an upgrade. And it is the same
