Marketing measurement tools often overclaim results. Discover three practical ways to audit attribution and MMM outputs using ...

Christian Yao does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond ...

AI is powerful, but it is not magic. Just because developers use AI tools does not mean outcomes will improve automatically.

Return on investment (ROI) is one of the most scrutinized metrics in marketing. Executives demand clear-cut numbers to justify their budgets, and marketers strive to demonstrate the effectiveness of ...

As ecommerce platforms continue to automate, the role of data is expanding beyond reporting. AI-driven systems do not simply ...