Rethinking Model Accuracy: Beyond Model Fit as the Gold Standard
Published March 19, 2024For ages, achieving optimal model accuracy has been revered as the ultimate goal, with marketers relying on model fit as the benchmark for...
For ages, achieving optimal model accuracy has been revered as the ultimate goal, with marketers relying on model fit as the benchmark for...
Marketing decision-making relies on media mix models to efficiently allocate resources across advertising media channels. However, traditional...
How do effective marketers predict the impact of their strategies with precision?
Are your traditional marketing strategies not producing the expected outcomes? Assuming the answer is yes, we always strive for better outcomes. In...
Marketing is ever-evolving, with new trends and strategies emerging constantly. However, there are a few fundamental controversial truths that many...
Marketing investment optimization is critical in today's fast-paced corporate environment because it enables marketers to effectively utilize their...
The advertising industry has undergone significant change, with new technologies and strategies constantly emerging. One recent innovation that is...
Data privacy regulations are becoming increasingly important for marketers. Due to increases in data breaches and data privacy concerns, governments...
The marketing industry constantly changes, and new techniques and technologies are being developed daily. One promising development is the growth of...
Marketing has evolved dramatically with the advent of data analytics and technology. Today, marketers have access to vast amounts of data that can...
Data has become the lifeblood of marketing. It helps marketers make informed decisions, personalize messaging, and target the right audience....
Marketing has only become more challenging as the number of channels and touchpoints to integrate continues to grow. Successful brands need to build...
The most recent Marketing Intelligence Report by Salesforce Research reveals the world of over 2,500 global marketing professionals, including their...
2023 has been a year of extreme change for most marketers. Everything from the economic landscape to the tools used for content creation to the most...
Marketing Evolution has launched its new application, ‘Scenario Planning & Media Lift Reporting for Marketing Cloud Intelligence’, on Salesforce...
For performance marketing agencies, consulting firms, and major tech companies committed to aggregating accurate, actionable data and attribution...
Marketing Evolution’s customers can now benefit from harmonized, single source of truth data, accelerating access to market/media mix, attribution...
As marketers brave the new world of increasingly complex targeting, cookieless attribution, and analysis strategies, the need for an all-encompassing...
All marketers want a “crystal ball” to find out how effective their marketing campaigns are likely to be before launch. After all, every marketing...
The world of digital marketing is changing. With consumer concerns around the safety and privacy of their information growing on a global level,...
As marketing attribution and optimization expert Rudy Grahn says, “Measurement is in almost everybody’s job description right now, but it’s in almost...
With the predicted recession looming on the horizon, marketers have the right to be worried. After all, marketing is often the first thing cut when...
A/B testing has long been the holy grail of marketing analytics; a go-to for anyone seeking as much bang for their marketing buck as possible. In...
New York, NY (August 9, 2022) – Marketing Evolution, a leading provider of marketing measurement, attribution, and planning software and OYO.Digital,...
Google recently announced it will once again delay its goal to sunset cookies from 2023 to sometime in 2024. For many in the advertising industry...
We all know how it goes. After the indulgence of the holidays comes the New Year’s resolutions, the new workout clothes, and the new (or once again...
If you're reading this, you've probably already noticed things look a bit different around here. We've spent the better part of a year taking stock...
Anyone in marketing understands that having a strong or well-known brand is a huge asset when it comes to driving sales and growing a business....
Marketing Evolution customers can gain a deeper understanding of their audience and conversions across markets and demographics with our new...
Marketing Evolution customers can gain a deeper understanding of their customers' path to purchase with our new Journey Visualizations, now live in...
Picture this: You just executed a highly successful campaign. You assembled the perfect mixture of channels, you’re exceeding all of your key...
When it comes to the frequency of marketing outreach, more isn’t always better.
Assessing advertising effectiveness allows marketers to uncover if their outreach and media placements are having a favorable impact on campaign...
In the past, many marketing departments relied on their media vendors and agencies to help them measure marketing effectiveness. If you wanted to...
Proper attribution is central to your larger marketing strategy. Without it, you’d be hard-pressed to determine how your various marketing efforts...
The world has seen incredible change in the past few years. And now, more than ever, marketers can’t rely solely on their gut.
We probably didn’t...
Reviewing and purchasing marketing technology software isn’t a walk in the park, especially when it comes to finding a marketing analytics platform....
Modern media vendors have changed the marketing landscape forever.
In the past, marketers struggled to reach niche audiences and concretely...
This post is the second part in a series. Read Understanding Leading Indicators to Track Brand Building to discover why leading indicators and brand...
Seasoned C-Level Executive Brings Decades of Marketing Technology, SaaS, and Analytical Experience to Grow and Scale Industry-Leading Media...
The marketing industry is undergoing massive transformation. With increasing reliance on digital channels, new privacy regulations, the impending...
It seems that with each passing day it’s becoming increasingly difficult to catch and maintain the attention of consumers.
This shouldn’t come as a...
If your business is interested in building its long-term value, you’ve likely already started to invest in branding. After all, good branding is a...
Have you ever stored your lunch in a Ziploc bag? Do you reach for a Band-Aid when you have a small cut? If you have a cold, do you try to keep a box...
As a marketer, it is your duty to understand what turns a good campaign into a great campaign.
Good campaigns use highly targeted outreach to acquire...
If your team thinks of their marketing goals as their north star, then metrics are the components inside your compass.
Marketing metrics help teams...
The time to pontificate about how your business will navigate a cookieless future is over.
Over the next few years, due to the privacy changes...
Marketers often need help to obtain a holistic view of how marketing activities contribute to ROI. In fact, 40% of marketers believe that measuring...
Decades ago, marketers realized that intuition and casual observations weren’t effective ways to measure campaign success. This shift in attitude...
Financial services marketing describes the techniques that marketers must use to capture and retain customer interest within the financial services...
Marketers are beginning to fully harness the power of data-driven marketing. In fact, more than 40 percent of organizations plan to increase their...
Today’s financial services marketers are facing new demands. They don’t just need to stay current with new marketing trends in the financial services...
Marketing technology, also known as martech, describes software and tools that help marketing teams achieve their goals and objectives. The entire...
A brand’s reputation is one of the oldest markers of a business’s commitment to making customers happy. From a consumer’s perspective, a good...
The philosophy behind marketing products or services to consumers has been around for centuries. Even in pre-literate societies, artisans would give...
Today’s marketers know they must continue to evolve how they measure, analyze, and communicate the success of their campaigns. It’s no longer enough...
Today, marketers know they need to prove value to the C-suite – and with many marketers receiving sizable budgets for their holiday campaigns, the...
In 2021, the retail industry experienced rapid change and disruption as customers made new retail decisions depending on the state of the...
Ask a marketer if their brand’s image is important to the success of their business. Unless they work for an exceedingly unusual company, chances are...
The holiday season is right around the corner – and for many marketers, this presents an opportunity to close out 2020 on a high note. However, this...
In 2018, GDPR marked a fundamental shift in how organizations were allowed to collect and leverage a consumer’s personal data. If they wanted to...
Consumers are becoming increasingly aware – and increasingly uncomfortable – about data collection in their day-to-day lives. In fact, chances are...
For years, many businesses have operated on a slightly modified version of “business as usual.” CMOs may have been demanding data to prove the...
Between COVID-19, social upheaval, and renewed interests in consumer privacy, one thing has become clear: The business environment is changing, and...
In today’s volatile business environment, marketers must be able to detect shifts in consumer behaviors and attitudes while finding new ways to adapt...
The novel coronavirus pandemic has disrupted businesses around the globe, with media planners being hit exceptionally hard. In a short period of...
It’s never been easy to precisely quantify how marketing activities influence your bottom line – and in today’s business environment, this has become...
Consider this: A majority of buy-side decision makers believe that the novel coronavirus will have a greater impact on ad spend than the 2008-2009...
As marketers – and especially as cross channel marketers – it’s crucial to view yourself as a perpetual student. That’s why every year, thousands...
Last week, we held our much-anticipated webinar Q&A: Maximizing Marketing Impact in Unpredictable Conditions. It featured some of our foremost...
Marketing mix modeling (MMM) was designed in the 1960s to encompass the most significant factors that influenced how marketers deliver value to...
A rapidly changing consumer marketplace creates a widespread uncertainty.
One of the key attributes of a successful marketer is the ability to identify changing consumer behaviors and respond quickly.
Marketing Evolution was recently invited to attend the ANA Masters of Data and Technology Conference in Orlando, FL. This exclusive event presented...
At Marketing Evolution, we’ve designed our Marketing Measurement and Optimization Platform to provide all of the tools the modern marketer needs to...
Last week, on March 12th, our Chief Data & Technology Officer, Dr. Michael Cohen and Head of Product, Robby Bryant explored the future of...
The Association of National Advertisers (ANA) held their Masters of Data and Technology Conference this past weekend and it was nothing short of a...
The key to achieving business success hinges on high-quality, reliable data. According to a recent study conducted by Marketing Evolution, data...
Today’s retail industry seems to exist in a state of either feast or famine. Almost every publication seems to be publishing shocking headlines –...
A consumer’s perception of a brand carries a great deal of importance. Through branding, businesses can weave together all of their product offerings...
Branding is important to the continued success of not only vehicle manufacturers, but the dealerships that sell their products. Currently, automotive...
The marketing landscape is always changing – meaning that marketing teams need to adapt to keep up. Over the past several years, we have seen...
Recent statistics have shown that retailers have rediscovered an affinity for TV advertising. During July and August of 2019, department stores in...
NEW YORK – January 16, 2020 – Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced today it has been...
Data driven marketing has become essential in the modern marketing climate. This strategy allows marketers to leverage big data to analyze consumer...
For decades, the holiday season has caused consumers to flock to retailers to find gifts for loved ones, friends, and family. This spike in...
Data is causing businesses to reevaluate how they operate – especially within their marketing department. In 2014, data driven businesses contributed
Marketing plans have been used for decades to outline an organization’s marketing strategy and communicate aspects of the current marketing...
The streaming wars are well underway and intensifying, as Netflix, Hulu, Disney+, Apple TV+, Roku and many more services battle for subscribers. With...
Before the rapid growth of mobile technology, a consumer’s online browsing habits were a bit more predictable. They would go offline during their...
Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have...
Marketers need to have a precise view of customers across their media planning initiatives. This has caused marketing technology that promises this...
Today’s financial services marketers are facing new demands. They don’t just need to stay current with new marketing trends in the financial services...
In recent years, it has become clear that a traditional, product focus is no longer the ideal formula for banks and other businesses in the financial...
Loyalty programs are a key way that businesses can gain a customer’s trust while creating brand value. The ideal loyalty program stretches across...
Marketing teams are facing increased pressure from consumers and C-level executives. They are constantly encouraged to keep pace with customer...
The marketing landscape is undergoing nonstop disruption. Rapid innovation and the rise and spread of automation have created an “always-on” culture...
Kristin Hambelton is CMO at measurement and optimization specialist Marketing Evolution.
Kristin Hambelton, CMO (chief marketing officer) of Marketing Evolution, shares her views on the various ways to drive change. She explains how...
With merchants around the globe undercutting each other in crowded online marketplaces, good branding offers marketers the chance to gain customer...
Digital marketing has completely revolutionized how marketers reach and target consumers – especially Gen Z and Millennial audiences. However,...
Branding is vital to any successful marketing initiative – and customers are engaging with brands on more mediums than ever. 98 percent of Americans...
High-quality data empowers marketers to effectively understand andinfluence shoppers at the right moment, while also demonstrating accountability...
Creating a customer-centric business model is key to success in today’s marketplace, where organizations must stand out to inspire customer loyalty...
Although it’s not obvious to the casual shopper, retailers are increasingly turning to artificial intelligence to enhance their marketing and...
According to the recent Forrester report, Why Marketers Can’t Ignore Data Quality, commissioned by Marketing Evolution, leadership teams across all...
Digital ad spend has started to dominate marketing budgets across industries. Since 2010, digital ad spend has enjoyed positive growth, typically...
Introduced by the rise of the internet, and propelled forward by a recent explosion of data-based insights, more retail brands than ever are...
Fraud is a growing problem in the world of digital advertising. Right now, ad fraud accounts for one out of every three dollars spent by digital...
NEW YORK(BUSINESS WIRE)––September 10, 2019–– On Thursday, September 12, Marketing Evolution, provider of the most powerful marketing measurement and...
Marketers spend a staggering 32% of their time managing data...
When planning campaigns, marketers must strike a balance between encouraging sales in the short-term, and building their brand in the long term....
With the explosive growth of direct-to-consumer companies in recent years, many retail executives are hoping to imitate the source of these company’s...
Gen Z is a demographic that describes people born after 1995. Members of this demographic are influenced by a cultural, social, and technological...
The prevalence of data in marketing has enabled marketers to create well informed and detailed campaigns that drive success in a measurable way.
Data is moving to the center of marketing strategies across organizations. It’s no wonder why – it provides the foundation for insights that...
The growth of data-based insights in marketing is a challenge that has disrupted the retail industry. With a wealth of data being acquired from...
One of the key reasons that marketers focus campaign efforts on digital strategies is that they are highly measurable. In today’s landscape,...
It’s been over a year since the General Data Protection Regulation (GDPR) became a law across the European Union. The European Parliament first...
Waste in advertising spend has risen to become a ubiquitous problem that affects nearly every brand in the ad space. I’m finding that many chief...
For decades, television advertising had a secure, prominent place in marketing campaigns. While print marketing could only engage prospects visually,...
Five years ago these were the topics being discussed in relation to the CMO role:
Marketing attribution has come a long way since the 1950s, when marketing mix models provided an early prototype for marketing attribution. With the ...
It is well established in the marketing space that positive customer experience (CX) must consistently be a priority, with regular innovations to...
The process of marketing optimization has recently undergone major changes. In the past, most marketing campaigns were designed around a historic...
Oftentimes, the relationship between data and creative is seen as a “give and take.” Focusing on data-based optimization limits creative’s impact and...
As anyone can probably guess, one of the most challenging perennial aspects of energy efficiency is branding. In “Evolving Utility EE Programs in the...
Government officials, business leaders, and non-profit advocates from around the world gathered in D.C. this week for our 12thannualEnergy...
The retail industry is facing new challenges. Due to intensifying competition from online retailers and faltering traffic instore, the industry is...
The interactions a customer has with a brand is now made up of multiple touchpoints, both offline and online. As a result, customers now have...
Chief marketing officers have the challenging task of directing marketing strategy in today’s constantly shifting business landscape. Meeting and...
Did you know that most of media marketing is being implemented and measured – WRONG?
Digital advertising and media have slowly taken over as the most popular way for brands to reach their target audience. According to eMarketer,...
To be successful in today’s business environment, modern brands must focus on their perception among consumers. This perception points to the brand’s...
As the media mix continues to expand across offline and online channels, consumers are engaging with campaign efforts at a rapid pace. This means...
Television advertising has been a mainstay of marketing campaigns around the world ever since the first television advertisement was aired in 1941....
TV has taken a secondary role in most marketing strategies due to the growing influence of digital marketing. Many marketers are increasing ad spend...
It’s the most wonderful time of the year -- if you’re a TV ad buyer. Spring marks the annual upfront season, a series of events allowing TV industry...
Spring has sprung and with it comes the annual ritual of TV upfronts, when broadcast networks roll out the red carpet for Madison Avenue. Beginning...
Because today’s modern marketing has to work across several different platforms in an omnichannel strategy, the success of any campaign or branding...
The skillsets required of marketers have been expanding over the last several years. Some remain constant - such as strong communication,...
Strategic agreement will provide clients with industries marketing measurement and optimization solutions to maximize campaign performance across...
The best marketing campaigns in the traditional and digital age have come from innovation. Creative messaging has the potential to make a lasting...
Strategic agreement will provide clients with industry-leading marketing measurement and optimization solutions to maximize campaign performance...
Marketing strategies are constantly changing. For years, mediums such as print, broadcast, and especially television were king. As there were a...
In the digital-based modern market, most Americans see between 4,000 and 10,000 ads every single day. Consumers are tuning out ads that they don’t...
Creating positive customer experiences and engagements is the number one goal of marketers today due to its strong connection to revenue. Leaders in...
The Marketing Evolution team was busy this week at the Forrester Consumer Marketing Forum at the Marriott Marquis, located in Times Square—one of the...
AMSTERDAM — April 11, 2019 — Next week at SAP’s Executive Digital Exchange, Marketing Evolution CEO Rex Briggs will discuss how software and...
Marketers everywhere are talking about multi-touch attribution or MTA, but many marketers face many challenges implementing MTA solutions. Miller...
NEW YORK--(BUSINESS WIRE)--Next week atForrester Consumer Marketing 2019,Marketing EvolutionPresident, John Matthews Czuj, will discuss new...
NEW YORK--(BUSINESS WIRE)--Optus, the second largest telecommunications company in Australia and wholly owned subsidiary ofSingtel, one of the...
In today’s omnichannel world, it’s critical for marketers to work across departments in order to have successful projects and initiatives....
The round was led by Energy Impact Partners (EIP), a leading utility-backed energy investment and innovation firm, with continued participation from...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing. The...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing. The...
In New York, measurement and optimization specialist Marketing Evolution has secured a $26.1m round of growth financing, for use in expanding to new...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced $26.1 million in growth financing. The round...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing. The...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing. The...
Marketing Evolution, a NYC-based provider of marketing measurement and optimization solutions, raised $26.1m in growth financing.
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing.The...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million in growth financing. The...
Marketing Evolutionis announcing that it has raised $26.1 million in growth funding.
NEW YORK – March 19, 2019 – Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced $26.1 million...
Out of all of the digital marketing strategies available today, omnichannel marketing offers the most benefits. Omnichannel marketing is different...
As marketers adapt to trends moving into the new year, marketing plans and planning strategies are bound to change, especially because digital ...
The rise of digital media and marketing has completely revolutionized the way brands and consumers interact with each other. What’s more, this ...
Total ad spend on commercials during the Super Bowl, from 1967 through 2018, is estimated at$5.4 billion. This number does not take into account the...
When it comes to deciding where to devote manpower and resources, today’s marketers are in a complicated place. They are challenged to meet changing...
In 2019, future media moguls and emerging technologies will influence the way consumers interact with their favorite brands and how goods are...
Never before has there been a greater need for a reliable, holistic marketing measurement tool. In a world of fractured media and consumer interest,...
Marketing technology tools have changed how marketers create and run online campaigns. Without data and analytics for research and measurements, many...
NEW YORK--(BUSINESS WIRE)--Marketing Evolution, provider of the most modern marketing measurement and optimization solution, is working with leading...
Marketers can now use data like never before: it not only gives insight into the target audience but also enables marketers to create a better user...
In today’s business economy and at almost every company, there is no shortage of data. Savvy professionals and teams are collecting data about their...
NEW YORK--(BUSINESS WIRE)--Feb 21, 2019--Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced...
Marketing Evolution, provider of marketing measurement and optimization solutions, announced enhancements to itsMarketing Measurement and...
Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced enhancements to itsMarketing Measurement and...
NEW YORK--(BUSINESS WIRE)--Marketing Evolution, provider of powerful marketing measurement and optimization solutions, today announced enhancements...
Too many marketers are being held back by their data at a time when they should be empowered by it. They want to engage in agile, omnichannel...
Data hygiene may not be the most exciting topic in marketing, but its value is immediately apparent as soon as any marketer tries to use unreliable...
LOS ANGELES--(BUSINESS WIRE)--Next week atDEG’s NextUP| Marketing Analytics Symposium,Marketing EvolutionCEO Rex Briggs will share best practices...
Today's marketers must embrace a unified marketing performance measurement strategy. This approach uses advanced analytical models for more precise...
In the retail space, there is a lot of buzz surrounding the notion that in-store shopping is dying. The digital revolution gave modern consumers...
NEW YORK--(BUSINESS WIRE)--Direct Auto & Life Insurance, a leading provider of personal auto insurance, life insurance, and vehicle and accident...
Marketers understand that in order to drive better engagement, higher ROI and increased revenue, they need to optimize, using accurate, data-driven...
Anyone who has ever seen an ad for the specific product they have been considering appear in their email, on a website they are visiting, or in their...
Today, the marketing landscape is oversaturated with advertisements from different brands vying for consumer attention. As a result, consumers now...
At Marketing Evolution, we look forward to exploring the 2019 trends and technologies that will play a role in marketing plans across industries. In...
The Cal Poly Orfalea College of Business is developing an on-campus business analytics agency thanks to a partnership withMarketing Evolution, Inc....
With the new year beginning, marketing teams across industries are finalizing planning. Many will be making decisions on initiatives to include in...
CMOs continue to face intense scrutiny of their marketing budgets as CFOs and CEOs demand accountability for every marketing dollar spent. With the...
Today, data-driven marketing is at the core of successful marketing efforts and campaign ROI. In order for marketing campaigns to meet the complex...
For a long time, marketers could only reach consumers via three primary sources: television ads, print ads, and broadcast radio ads. Today, reach...
Predictive analytics is a form of analysis that uses past data to predict marketing trends and scenarios....
AI assistants are quite literally everywhere, and with therecent launch of new devices like the Echo Auto, they continue to become more and more...
Ready to take a generative approach to media planning and measurement?