Most companies optimize for the last click instead of true business growth. Learn the difference between Marketing Mix Modeling and attribution, why modern customer journeys break traditional measurement, and how executive teams should evaluate marketing ROI.

The campaign with the best return on ad spend is often the one quietly wasting your budget. A landmark eBay experiment showed branded ads taking credit for sales that were always coming. Here is how to spot the same pattern in your own account and measure what your ads actually cause.

A brand that spent decades on the off-price rack wanted to raise its prices. The number turned out to be the easy part. Here is how price positioning actually works, why the wrong position quietly kills margin, and why raising the price should be your last move, not your first.

Marketing mix modeling explained by a marketing PhD: what MMM measures, how carryover and saturation work, MMM vs attribution, and when your brand needs it.