After years of collaboration, Amie and her team at E29 Marketing tossed a curve ball my way. They requested I write a blog on an enticing and enigmatic topic as mystical as a unicorn: marketing mix modeling. In today’s data-driven world, brand marketers need to grasp the how, what, and why of this concept so…
If you’ve looked at your Google Analytics (Universal) account lately, you may have been surprised to see a scary countdown timer that looks like this: You have two options and Google is pushing you to “Go to Setup Assistant,” however, if someone on your team has already started GA4 configuration, you don’t want to overwrite…
In 2020, Google announced that they would end third-party cookies in major web browsers. This caused panic among marketers and advertisers who rely heavily on cookie-based advertising. Although cookies have been the industry standard for quite some time, there are now many alternative options for audience targeting without cookies. Google’s Cookie Phase-Out: Why All the…
By mid-2024, Google (the last major holdout) will begin phasing out third-party cookies from Chrome. Opt-in, first-party cookies will remain for direct tracking of campaign results but will lack the multi-touch attribution of digital impressions leading up to the tracked engagement. Soon all the cookies will have crumbled, and marketing attribution models based on their…
How to Effectively Analyze Marketing Data The world is full of data. If you’re not analyzing your marketing data, you’re missing out on some crucial insights. But to make sense of it all, we need to be strategic in our approach, and know how to analyze marketing data effectively. The Importance of Analyzing Marketing Data…
Toilet paper and hand sanitizer get most of the attention surrounding COVID-19 pandemic consumer trends. However, marketers and brands should look at the long-term consumer landscape. Certain trends emerging in the pre-coronavirus world only accelerated under a worldwide lockdown. The question is, which will stand the test of time after the pandemic passes? Here are…
Throughout my Marketing career, I can’t count the number of times I’ve had a conversation with a client or colleague about insights. How are they defined? How are they developed? What’s the difference between a shopper insight and a consumer insight? What is the role of insights in Marketing? Merriam-Webster outlines the definition of insight as, “the…