Prioritize tests where uncertainty has real financial consequences, then use the results to guide decisions long after the test ends. By Tom Leonard Published on August 24, 2026 Incrementality testing is having a moment. And for good reason. Platform attribution has obvious limitations, MMM can’t answer every tactical question, and marketers are increasingly … Continue reading Run fewer incrementality tests and get more from them
Executives are pushing hard for AI adoption, but most marketing teams lack the needed strategy, training and data. By Constantine von Hoffman March 6, 2026 If you listen to the hype, you’d think AI is already embedded in every marketing workflow. The reality is a lot messier. Research from Supermetric’s “2026 Marketing Data … Continue reading Why most marketers are still only experimenting with AI
Going all-in on rapid growth is not the most secure GTM strategy in this “next normal” world. Anand Thaker on July 3, 2023 Looking forward to the second half of 2023, we are recalibrating go-to-market plans for what I call the “next normal.” Brands were working on transformative GTM efforts pre-pandemic. But then many of … Continue reading Go-to-market tactics that won’t work in a post-pandemic world
In order to do our best work we have to stop spreading ourselves, our budget, and our team too thin. Tim Parkin on May 17, 2022 Most marketing fails to deliver its maximum potential. And the reason is simple: lack of prioritization. “If we just had more time and resources then we could produce a … Continue reading Ruthless prioritization: The key to marketing momentum
Is your marketing making you money or losing it? Columnist Jacob Baadsgaard explains how determining and tracking your contribution margin can help your marketing initiatives remain profitable. Jacob Baadsgaard on July 13, 2016 You may have heard the old one-liner, “We lose money on every sale, but we make it up in volume!” It … Continue reading Contribution margin: How to tell if your marketing makes cents
by Stuart Holmes April 18, 2016April 18, 2016 Optimizing a marketing strategy or SEO campaign is only possible through proper testing. Failure to do this and act on those results can quickly see a website slip down the ranks. You may be familiar with the common method known as A/B testing, but when was the … Continue reading What is Multivariate Testing?
by Kristin V. McNulty February 2, 2016February 2, 2016 Today marks the highly anticipated tradition of our beloved Punxsutawney Phil and his famous shadow; when most wait with bated breath for the promise of spring and seasonal change. As we quote Bill Murray around the agency and toss out quips from the famous film that … Continue reading How to Make Sure Your Strategy Isn’t Stuck Like Bill Murray in ‘Groundhog Day’
by Oliver Neely November 17, 2015 Follow @elvinweb1November 17, 2015 Very rarely in business do we get things right first time. Most of the products and services we use every day have been through several revisions to get to where they are today. The same goes for websites, in 2011 Google ran no fewer than … Continue reading The Benefits Of A/B Testing Your Website [Infographic]
Danny AshtonOctober 19, 2015 For any business operating online, there are many pitfalls and hurdles to get by on a daily basis. When you’re not suffering with overloaded servers, you may find that there’s a bug in your system that’s causing your users to not be able to properly experience your website. Outside of the … Continue reading A Newbie’s Guide to A/B Testing [Infographic]
