Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Mike Maynard is the CEO at Napier, a marketing agency for B2B technology firms that accelerates the customer journey for prospects. Email marketing still matters—perhaps more than it ever has. There.

As a staff writer for Forbes Advisor, SMB, Kristy helps small business owners find the tools they need to keep their businesses running. She uses the experience of managing her own writing and editing ...