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Category: Marketing Analytics & Data

  • Article

Beyond MMM: Building a unified marketing measurement system

Marketing mix modeling can answer powerful questions about channel contribution, annual budget allocation, and long-run brand impact—but it cannot answer every marketing question. As marketing ecosystems grow more complex, leading organizations are shifting from single-model thinking to unified measurement systems.
  • Marketing Analytics & Data
  • On-Demand Webinar

Webinar: Marketing mix modeling & what comes next

Access the recording of our webinar to learn what your Marketing Mix Model (MMM) can and should do, and what's coming next for measurement.
  • Marketing Analytics & Data
  • Article

A better way to measure and communicate B2B marketing ROI

Measuring B2B marketing ROI is essential for proving impact and guiding smarter decisions. Learn how to track the right metrics, connect marketing efforts to revenue, and demonstrate value to stakeholders.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Article

The problem with B2B measurement

A breakdown of the true nature of the B2B pipeline, how buyers really move through decisions, why marketing and sales stages often misrepresent reality, and the gap between internal processes and customer expectations.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Article

Report card: Grading 2025 GTM predictions

A year-end look at how 2025's Go-to-Market predictions held up, from economic expectations and AI-driven transformation to the growing gap between rapid tech innovation and enterprise readiness.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Article

5 key takeaways on quality in go-to-market

Explore 5 key takeaways from the ANA and Marketbridge conference on moving toward quality marketing and analytics, for marketing leaders to evaluate and discuss.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Resource

Composable Customer Data Platform (CDP)

Learn what a composable CDP is and how it unifies customer data as a single source of truth for sales, marketing, and customer experience.
  • Marketing Analytics & Data
  • Article

Quality marketing analytics

Marketing is about people not just data. Learn how humanization of prospects and customers through quality-focused analytics transparency and ownership can reveal real insights improve decisions and drive long-term growth.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Resource

Unified Marketing Measurement

Unified Marketing Measurement (UMM) unites MMM, MTA, and testing into one system for a complete view of marketing ROI. Discover how UMM links long-term brand impact with real-time insights—read the full guide.
  • Marketing Analytics & Data
  • Article

Why Marketbridge for MMM or MTA: Principles of our open-source approach

Many MMM and MTA solutions miss the mark with slow results, black-box models, and weak brand metrics. Marketbridge’s white box, open-source approach solves these challenges with accurate attribution, real-time updates, and actionable growth insights.
  • Marketing Analytics & Data