Marketing attribution guide: Models, tools & best practices
Learn how marketing attribution works, explore key models, and discover tools to track ROI across channels. Make smarter, data-driven decisions with confidence.
Ask A PPC: How To Make Microsoft Advertising Profitable
Performance lagging in Microsoft Ads? Navah Hopkins covers what’s going wrong, what’s working, and how to get your account in shape.
PPC budget planning: Aligning business goals, ad spend and performance
Align your PPC budget with business goals using top-down targets, bottom-up forecasts, and actionable performance data.
Sakana AI’s TreeQuest: Deploy multi-model teams that outperform individual LLMs by 30%
Japanese AI lab Sakana AI has introduced a new technique that allows multiple large language models (LLMs) to cooperate on a single task, effectively creating a “dream team” of AI agents. The method, called Multi-LLM AB-MCTS, enables models to perform trial-and-error and combine their unique strengths to solve problems that are too complex for any individual model.
Marketing results don’t add. They multiply and synergize.
Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement.
7 ways to grow brand mentions, a key metric for AI Overviews visibility
To show up in AI search, you need to be mentioned – credibly, often, and in the right places. These tactics will help you get there.
How To Calculate Your Return On Ad Spend & Ways To Use It
Calculating ROAS and using it in PPC management and performance measurement is a powerful way to ensure you get ROI on your SEM.
Dashboards don’t win games, coaching does
You can tweak the metrics all you want — but if you’re not coaching your team, you’re not changing the game.
Data everywhere, alignment nowhere: What dashboards are getting wrong, and why you need a data product manager
In a world drowning in dashboards, one truth keeps surfacing: Data isn’t the problem — product thinking is.
An outcome-driven framework for core martech selection
Make smarter martech choices with a four-point framework that connects marketing needs to business outcomes and technical realities.
How to use GA4 annotations to add context and clarity to your analytics
Finally, annotations return to Google Analytics. Use them to capture business context, align teams and speed up your analysis.
AI Is rewriting the data playbook — and knowledge graphs are page one
Enterprises are realizing that traditional architectures, even in the cloud, are not enough. AI needs more than access to data. It requires access to meaning and it needs to drive business outcomes for decision makers. That’s where knowledge graphs come in.
The ultimate Looker Studio SEO campaign dashboard for 2025
Build better SEO reports with Looker Studio. Learn how to create a live, flexible dashboard that evolves with your data and clients’ needs.
Why attention metrics matter in DOOH advertising
The advances in ad tech and availability of data have increased demand and availability of smarter, performance-driven marketing strategies. Brands are shifting focus from traditional reach-based campaign planning metrics to more meaningful indicators of engagement – namely, attention.
WHAT IS GOOD ROI FOR YOUR MARKETING CAMPAIGNS
To help you take ownership of your ROI reporting, let’s discuss the basics of how to calculate marketing ROI, key benchmarks for measuring performance, and the specific metrics used to measure return on marketing investment for different business models.
Google Ads tests expandable summary row in Channel Performance Report
The beta feature helps advertisers quickly compare feed-based vs. asset-based metrics with a single click.
14 experts on the state of email marketing in the age of AI and owned media
Dive in for some stark observations, strategies, and exclusive G2 data analysis on the state of email marketing in 2025.
AWS doubles down on infrastructure as strategy in the AI race with SageMaker upgrades
AWS seeks to extend its market position with updates to SageMaker, its machine learning and AI model training and inference platform, adding new observability capabilities, connected coding environments and GPU cluster performance management.
How to use GA4 predictive metrics for smarter PPC targeting
Activate and apply Google Analytics 4 predictive metrics to target smarter, cut wasted spend, and boost ROAS in your Google Ads campaigns.
The future of SEO is now: Growth & visibility
Search has been evolving for some time now—and continues to do so.