Marketing measurement, explained
Practical guides on marketing effectiveness, measurement frameworks, and Marketing Mix Modelling. Written by practitioners, not salespeople. Covering everything from how MMM works to which tools to use and how to prove ROI to your CFO.
The Complete Guide to Marketing Mix Modelling
What MMM is, how it works, which industries use it, and why it matters more than ever in a post-cookie world. The only guide you need to get started.
Read the guide →All guides
How Much Does MMM Cost? (And Why It's Changing)
The real cost breakdown of traditional MMM, why 80% goes on data prep, and how AI is bringing the price down from six figures to something usable.
How AI Is Changing Marketing Mix Modelling
The data prep bottleneck has always been the blocker. Here's how AI automation is removing it, and what that means for speed, cost, and accuracy.
Best MMM Software & Tools in 2026
An honest comparison of Meta's Robyn, Google's Meridian, Analytic Partners, Nielsen, and the newer AI-powered alternatives. Free and paid.
Free tool
How measurement-ready is your brand?
Score your MMM readiness in 60 seconds. No signup, no sales call.
MMM vs Attribution: What's the Difference?
Two approaches to measuring marketing effectiveness. When to use which, why they're complementary, and what cookie deprecation changes.
What Data Do You Need for MMM?
The exact data inputs required, common gaps and how to work around them, and how AI handles messy, inconsistent files.
How to Measure Marketing Effectiveness
What effectiveness means, which metrics matter by channel, and how top UK companies connect spend to outcomes.
Marketing Measurement: The Complete Guide
How to build a measurement plan, track ROI across digital and offline channels, and know when you've outgrown dashboards.
Best Marketing Measurement Tools and Platforms in 2026
From web analytics to MMM platforms. What each layer of the measurement stack does and what to buy first.
MMM for Ecommerce: When It Works and When It Doesn't
Can DTC and ecommerce brands use Marketing Mix Modelling? What's different, what data you need, and where it falls short.
MMM vs Incrementality Testing: Which Should You Use?
Both measure marketing effectiveness, but they work differently. When to use each and how they complement each other.
How to Choose an MMM Provider
What to look for, questions to ask, red flags to watch for, and how to evaluate proposals from MMM consultancies.
Five Questions Every CMO Needs MMM to Answer
The measurement questions that matter for budget decisions — backed by industry data — and the specific MMM outputs that answer them.
How to Prove Marketing ROI to the CFO
Close the trust gap between marketing and finance. How to prove marketing's impact to your CFO in a way they trust using econometric methods.
Which Channels Are Driving ROI?
Most marketers can't prove which channels drive ROI. Why platform reporting fails, what Marketing Mix Modelling reveals, and how to rebalance your budget.
How to Reallocate Your Marketing Budget Using Data
How to shift spend without guessing, identify optimisation opportunities, and manage the internal politics of budget reallocation.
Channel Saturation: When Does More Spend Stop Working?
Every channel has a ceiling. Understanding where yours are is the difference between investing and wasting. How to identify saturation curves.
Cross-Channel Synergies: What's Upper-Funnel Really Worth?
Your brand activity is probably driving more sales than you think. The problem is proving it. How channel synergies work and why last-click misleads.
Five Things Most Brands Get Wrong with Marketing Mix Modelling
The methodology works. The problem is almost always how it gets implemented. Here are the five things that go wrong most often.
Get smarter about marketing measurement
New guides on MMM, attribution, and proving marketing ROI - straight to your inbox.
One email per new guide. That's it.
Ready to prove marketing's impact?
See which channels earn their budget. Get your measurement roadmap in under 2 minutes with our free tool.
Start the free audit →