• Last Touch , Media Mix, Incrementality - What’s the difference ?

    The three different methodologies of measurement are not “better” or “worse”, they are just different. We created this post comparing the differences between the methods so that you as a marketer know when and what for should you use any of these methodologies. All three attribution models may be relevant to your marketing activities. We wanted to provide this short, but comprehensive guide to marketing attribution.

  • Tracking the “Untrackable” - How Can a Marketer Evaluate Non-attributable Inventories?

    We recently got four industry thought leaders together for a roundtable discussion about the conflicting powers at play, setting up the right incentives for a growth team, discussing when giving up control makes sense and so on.

    We summarized the content of the roundtable in this blog post. 

  • Is Control The Ultimate Weapon For A Marketer ?

    We recently got four industry thought leaders together for a roundtable discussion about the conflicting powers at play, setting up the right incentives for a growth team, discussing when giving up control makes sense and so on.

    We summarized the content of the roundtable in this blog post, but if you prefer to watch it on  video or to listen to the audio version, you can check out the roundtable Video or Podcas

  • How “Brand” vs. “Performance” mobile marketing will win in a non-personalized future

    Mobile marketing and monetization in a non-personalized future have been a hot (if not the hottest) topic for months. Apple’s announcement of deprecating the IDFA left the industry in a frenzied state of “now what”? However, the mobile app industry has been making strides in adapting to this new era by introducing innovation, privacy-aware solutions, and new testing methods to dissect and prepare for what Q1 2021 and onwards will look like.

  • Tracking the Untrackable

    We ran a survey where we asked growth marketers: How do you track the performance of non trackable inventories ? 

    70% of marketers had this to say: “We make no changes to other marketing channels in order to understand the lift.

    Your marketing activities influences the results of your marketing activities. META.

    Even if you make no changes to any campaign while running offline activity – you have made a change by starting a new campaign that influences your activity.

  • Anti Yield Optimization

    Yield Optimization , or Yield Management, is a strategy used to maximize the value of digital advertising. This ultimately means selling inventory for the highest possible prices.

    Yield optimization became more important in the last years, as global smartphone and internet penetration almost reached a plateau, and as a result - the total amount of inventory is growing at a much slower rate than the demand for inventory.

  • Why Is Efficiency in Marketing So Difficult to Achieve?

    No marketer was ever fired for questioning the obvious. Elevating your job to focus on strategy, tactics, analytical, collaboration with your tech, analytics, product and finance teams helps your entire organization grow. 
    A Marketer has the profile and potential of leadership - and is the one who can carry an organization towards growth. 
    That is the job - growth. 

    Automation doesn’t make the marketer’s job redundant. It empowers them. 

  • Why did my campaign stop performing ?

    Campaigns are not operating in a vacuum. They operate on platforms where competitors and parameters influence one another. 

    When a campaign reaches a peak in performance - it’s as if the stars aligned just for you. 

    And then, out of nowhere, performance drops, for no reason.

    Damn. You’ll need to start digging through a mountain of reports to understand: “WTF happened?!”