The science of marketing

Privacy changes driven by regulations and tech giants reshape marketing analytics, prompting a shift to alternative methods like MMM and incrementality testing for privacy-friendly campaign effectiveness measurement.

There are a lot of popular misconceptions about marketing mix modeling (MMM) that have persisted despite its growing accessibility and real-time capabilities. Separate fact from fiction through this detailed article.

Out of home advertising can both be effective and efficient. Understand OOH's reach, impact, targeting, cost-effectiveness, and synergy with digital media. Launch and measure campaigns effectively for success.

Traffic remains crucial in marketing despite skepticism. It signals market share, influences long-term sales, and correlates with revenue. Analyze qualified traffic to understand its impact on conversions and market share.

Quantifying brand marketing is perceived as challenging. Nevertheless, brand health tracking, marketing mix modeling, and incrementality testing offer solutions.

Crafting impactful presentations for your next quarterly business review or board deck is crucial for marketing leaders, amid budget cuts. Focus on key metrics with four slides.

Offline media measurement faces challenges like real-time tracking limits, unreliable methods, and impression estimation. Paramark uses MMM and incrementality testing to address these.

Discover the truth about MMM data needs. We debunk myths, simplify evaluation, and ensure accurate results for businesses of all sizes.

While sales is the ultimate goal, it may not be the ideal KPI to optimize your marketing measurement towards. Learn why and what to do instead in this post.

Learn how you can use Marketing Mix Modeling to improve your annual planning and forecasting workflows, powered by statistics. Your CFO will love you for this!

Uncover the five key steps to successfully measure marketing's impact on your business and increase market penetration with the Paramark Method.

Learn what marketing experiments are, why to use them, and the common pitfalls to avoid while experimenting.

Learn how Marketing Mix Modeling can provide valuable insights into the effects of marketing on business performance and optimize your marketing investments.

Discover the limitations of touch-based attribution and how to distinguish between attribution and incrementality.

Read about why we started Paramark and how we're helping fast-growing businesses measure and forecast the impact of their marketing investments.