Marketing intelligence glossary

Concept

What is Marketing Mix Modeling (MMM)? Explanation and application

Marketing Mix Modeling, or MMM, is a statistical method that calculates how much each media channel contributes to your revenue. It includes TV and radio, with…

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What is cross-media attribution? Explanation

Cross-media attribution determines how much each channel contributes to your revenue, across online and offline media combined. It solves the problem of platforms claiming each other's…

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Incrementality in marketing: what it is and how you measure it

Incrementality is the revenue a channel truly adds, on top of what would have happened anyway. It is the only measure that tells you whether a…

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Marketing ROI calculation: formula and pitfalls

Marketing ROI shows what your media actually returns. The formula is simple. The pitfall lies in the numbers you put into it.

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What is first-party attribution? Explanation

First-party attribution measures your marketing results with data you own yourself. It keeps working as third-party cookies disappear, but it does have a blind spot.

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Multi-touch attribution explained: models and limits

Multi-touch attribution distributes the credit for a conversion across all the touchpoints that preceded it. That is fairer than last-click, but the distribution remains an assumption.

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Media saturation curve: what diminishing returns mean

No channel delivers endlessly more with more budget. The saturation curve shows where the additional euro starts to weaken, and therefore where you are better off…

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Predictive marketing analytics: what it is and how it works

Most marketing analysis looks backward. Predictive marketing analytics looks forward: it forecasts revenue and return so you can act before the quarter is over.

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Marketing budget forecasting: how to forecast budget and revenue

Marketing budget forecasting connects the budget you commit to the revenue it is expected to generate. It turns a budget plan into a substantiated forecast.

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