Marketers measure return on investment (ROI) to evaluate the effectiveness of their campaigns and allocated resources. Calculating ROI on marketing spend requires careful consideration of various data ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

Kasi Rajeev Oduri is a senior AI and data science leader in ad tech and a member of the IAB shaping advertising standards. In today's AI-driven digital world, the marketing ecosystem has become ...

In the previous article, we described how SaaS and recurring revenue growth does not operate within the traditional marketing funnel, but a more complex, bow-tie model. The Bow Tie model is depicted ...

Data modeling has always been a task that seems positioned in the middle of a white-water rapids with a paddle but no canoe. On one side of the data modeling rapids are the raging agilists who are ...

At its heart, data modeling is about understanding how data flows through a system. Just as a map can help us understand a city’s layout, data modeling can help us understand the complexities of a ...

Data modeling tools play an important role in business, representing how data flows through an organization. It’s important for businesses to understand what the best data modeling tools are across ...