Deliver Brand Success Backed by Data Science

Learn how to leverage data/latent factors for marketing effectiveness—balancing quantitative science and qualitative insights—to optimize brand building and strategy.

The Superpowered CDP: Building a Go-to-Market Data Lake

B2B organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner’s findings reveal a striking reality: only a mere 17% report high utilization. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).

Optimizing Member Outreach Campaigns to Improve Health Outcomes

Fortune 50 payer uses marketing analytics to increase preventive screenings and optimize spend after working with MarketBridge. Learn more in our case study.

4 Situations When Marketing Effectiveness Measurement Is Especially Helpful

Marketers can’t optimize on last-touch attribution alone, and educating internal stakeholders on how marketing channels work together has long-term benefits. Access the blog to learn about four situations when marketing effectiveness tools can be particularly helpful.

From State Lines to Sales Lines: Unraveling the Power of Zip Code Analytics

Transforming raw data—whether latitude/longitude, address, zip code, or census block—into actionable insights requires the right combination of talent and automation. Learn how Ari’s open-source package solved the limitations of R mapping when using Census data to overlay demographics on zip codes.

Measuring the Long-Term Impact of Brand Investments: Challenges and Solutions

Using a seminal study that bridges the gap between theory and practice, this article explores common challenges faced by marketers and provides actionable best practices for measuring the long-term impact of brand investments.

Measuring the Impact of Brand Marketing on Business Growth

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. This framework unpacks the value of brand marketing and how to measure its impact for long-term growth.

The State of Marketing Analytics: A Roundtable Discussion

Hear from leaders of world-class marketing data science teams about what they see as the best practices around four topics: 1) maintaining an audience-first posture, 2) marketing data for use in analytics, 3) marketing measurement, and 4) building world-class marketing analytics teams.

Shining Light on the Upper Funnel: Avoiding the Cobra Effect in the Era of Cherry-picking

Listen in as our Chief Analytics Officer covers the lower funnel ecosystem, cobra effect in digital advertising, as well as the evolution of and methods to overcome the measurement trap direct from the #ANAMeasurement Conference.

Right-Sizing the Funnel: Analytically Balancing Awareness, Consideration, and Demand Capture

Watch the on-demand session direct from the 2023 ANA Advancements in Measurement Conference as our Chief Analytics Officer discusses the best way to measure the effectiveness of upper funnel tactics via econometric approaches like MMM (marketing mix modeling).