21 March 2020
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic […]
21 March 2020
Over the last year people have been increasingly talking about the “craft” of media planning. Back in February 2019, Gideon Spanier the media editor of Campaign […]
8 March 2020
Over the last decade, as an industry, we have become brilliant at harvesting the lower funnel. Every prospect who is showing “signals” of making a purchase […]
7 March 2020
Dependent and independent variables, coefficients and contributions in MMM: In full MMM, or funnel attribution modelling: Dependent variable: Typically, the dependent variable is a commercial KPI […]