The PPC marketer’s guide to Google’s Meridian
Traditional marketing mix models struggle with paid search. Google's Meridian uses geo-level data and search signals to address blind spots.
Topic: Robyn
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.
Why search ROAS depends on paid social more than you think
Search often gets credit for demand created upstream. Learn how to measure the halo effect before shifting budget between channels.
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.
Why your SEO and PPC teams need shared standards to unlock mutual gains
Mutualism between SEO and PPC lowers costs, speeds insights, and builds sustainable visibility across organic and paid search channels.
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.
MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
5 underrated tools to boost your B2B PPC performance in 2025
These tools will help you track smarter, outsmart competitors, and make sense of multi-channel chaos in 2025.
Thanks, Google – but we’re keeping these 5 post-cookie initiatives
Google is letting cookies live a little longer. But they should not be an integral part of your long-term strategy. Here's why.
Advanced analytics techniques to measure PPC
Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.
How to evolve your PPC measurement strategy for a privacy-first future
Overcome cookie limitations, leverage first-party data and implement diverse attribution methods for accurate insights.
How to win with PPC in a dataless world
There's less data available for PPC marketers, but that doesn't mean it's less actionable. At SMX Next, Sam Tomlinson shows how marketers can make the most of the data they have.