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What is ROI in Marketing and How Do You Calculate It?

    What is ROI in Marketing and Why is it Important?   Marketing ROI (Return on Investment) is a metric that measu...

The Alarm is Sounding on Consumer Privacy Regulation

    Legislatures have been on overdrive lately when it comes to drafting new regulations around protecting a consum...

Defend Your Budget. Prove Your Marketing ROI.

    Economic uncertainty is driving brands and their finance teams to reduce costs. One of the most predictable lev...

What Kinds of Questions Can Marketing Attribution Answer?

    Brands use marketing attribution for a variety of reasons, but the main purpose has always been to determine ho...

The Hidden Costs of In-House Marketing Measurement

Times are uncertain, and the finance team is pushing for cost savings. The pressure is on to find ways to save mone...

Google Announces Results from Initial Cookieless Ad Testing (with Cookies)

    Yesterday, April 18, Dan Taylor, VP of Global Ads at Google posted results from initial in-marke...

Download the “2023 OptiMine Index”

The only certainty is uncertainty, making advanced measurement and analytics more critical than ever.   The 2023 Op...

MMM Data: What Data Do I Need for Marketing Mix Modeling?

More brands are turning to Marketing Mix Modeling (MMM) due to privacy-driven data loss and the...

Marketing Incrementality is not Marketing Attribution

Author: Matt Voda, CEO of OptiMine   We recently saw an excellent post from marketing analytics expert Avinash Kaus...