How to use multiple MMMs to make better paid media decisions
Compare MMM outputs to expose hidden assumptions, surface uncertainty, and identify which budget decisions need further testing.
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Ben Vigneron's latest articles
Why marketing mix modeling is still hard to get right
Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.
How to eliminate the skepticism tax in marketing data
Branded search can overstate marketing impact, revealing larger issues with attribution, AI outputs, and data confidence.
The marketing measurement flywheel: A 4-step framework for proving impact
Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.
Why the shakeout effect matters in CLV modeling
Misreading churn leads to flawed CLV assumptions. Analyze retention over time and identify the customers that actually drive profit.
How to use proxy metrics to speed up optimization in complex B2B journeys
Use high-fidelity micro-conversions to tighten feedback loops, sharpen bidding, and keep long-cycle campaigns from drifting off course.
How to avoid marketing mix modeling mistakes that derail results
MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business impact.
How upper-funnel LinkedIn ABM drives measurable impact
See how incrementality testing highlights the lift upper-funnel campaigns create in LinkedIn ABM, beyond standard lead gen ads.
Marketing results don’t add. They multiply and synergize.
Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement.
How to use CRM data to inform and grow your PPC campaigns
Tap your CRM’s hidden insights. Cluster audiences, craft persona-driven ad copy, and optimize site content to boost paid media results.
Marketing attribution models: The pros and cons
Your ad spend deserves better tracking. Compare different attribution models and learn how to maximize ROI across platforms.
PPC experimentation vs. PPC testing: A practical breakdown
Maximize PPC impact by integrating experimentation with testing tactics, plus tips on using Google and Meta advertising tools effectively.
How to create a roadmap for your PPC clients
Learn the six stages to building a PPC roadmap that delivers business outcomes, from setting goals to scaling and continuous optimization.
Advanced analytics techniques to measure PPC
Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.
Incrementality testing in advertising: Who are the winners and losers?
Find out which strategies are undervalued or overvalued and how to optimize your ad spend for maximum impact.
7 must-know marketing attribution definitions to avoid getting gamed
Understand the real definitions of common attribution models and metrics to gain clarity on your marketing performance
3 ways search marketers can prepare for the big cookie crumble
These initiatives will help you optimize targeting, refine media mix, and improve performance reporting without third-party cookie tracking.