A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Customer behavior continues to evolve as digital experiences become woven into everyday life. People use digital maps to navigate the offline world, set their home thermostats from miles away, and ...

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams. Attribution modeling is one of the best tools for ...

With customers now discovering content across traditional search engines, LLMs, social media, and beyond, the need for an integrated, omnichannel strategy is more important than ever. Relying on ...

Marketing in the travel industry is complex. While 90% of travel customers do research online, only 82% will end up making their bookings via those same digital channels. Despite sites like ...

Say the word ‘channel’ to a marketer and they’ll almost certainly think SEO, PPC, email and many other digital media channels. But, to the rest of the business outside of marketing, the word ‘channel’ ...

Rather than positioning itself as a stand-alone tool, TikTok is extending its presence through the marketing platforms that ...

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 ...