Marketing Measurements & Analytics Resources

Marketing Management

From Cost Center to Growth Engine: A Modern Blueprint for Annual Marketing Planning

Annual planning doesn’t have to be a budget exercise. Learn how marketing can influence strategy, align with finance, and use data to shape smarter investment decisions. Read more.

Advertising & Promotions

How AI-Driven Creative Is Redefining B2B Advertising Performance

AI-driven creative helps B2B advertisers move beyond vanity metrics to measurable business impact, using generative insights, predictive modeling, and dynamic optimization to drive pipeline and revenue. Read more.

Measurement & Analytics

When the Data Doesn't Add Up: A CMO's Guide to Auditing Measurement Tools

When every channel claims credit, measurement breaks down. Discover three practical ways to audit attribution and MMM tools, verify causality, and make more confident marketing decisions. Read more.

Advertising & Promotions

What Are the Attributes of Great Digital Ad Creative?

What makes digital advertising creative great? Are marketers measuring creative quality against campaign performance metrics? To find out, researchers conducted a survey in June 2025 among 164 brand- and agency-side marketers.

Websites

SMB Landing Page Optimization Trends

How often do SMB marketers optimize their site landing pages? Which page elements do they test? How are they using AI for landing page optimization? What are the biggest optimization challenges they face? To find out, researchers surveyed 264 marketing professionals.

Customer Experience

The Top Frustrations B2B Buyers Have With Vendors

What are B2B buyers' top frustrations with vendors? What do vendors most often misunderstand about buyers' companies? To find out, researchers conducted a survey of 350 B2B buyers

Marketing Strategy

How Digital Twins Are Transforming B2B Marketing Product Launches

Using digital twins, B2B marketers can rehearse product launches securely, cut costs, reduce audience fatigue, and reveal unseen risks before going live. Discover how simulations strengthen planning and execution. Read more.

Marketing Content

How to Make Content Experimentation an Always-On, Low-Lift Part of Your Workflow

Discover how to streamline content production, scale experiments, automate optimization, and make your reporting actionable by building testing into your entire content creation workflow. Read more.

Communications

Where Marketers Can Find Shelter From Distorted Email Metrics and AI Algorithm Interference

AI algorithms are eroding inbox visibility and email metrics. Discover why marketers are turning to SMS for reliable engagement, transparency, and audience ownership in an AI-filtered landscape. Read more.

Measurement & Analytics

Beyond Last-Click: Attribution Models That Actually Reflect Modern Customer Journeys

Last-click attribution overlooks key interactions that influence B2B buying decisions. Explore other attribution models to understand how various channels contribute to conversions and ROI. Read more.

Measurement & Analytics

The Top Challenges SMB Marketers Face With A/B-Testing

Marketers who work for SMBs say the top challenges they face with A/B-testing are a lack of resources and an inability to get statistically significant results because of too little traffic, according to recent research.

Demand Generation

Why the Outcomes Era Is a Win for the Top of the Funnel: Connecting Brand-Building to Sales

The outcomes era is transforming marketing by linking brand-building efforts to measurable sales outcomes through transaction data, creating shared accountability across teams. Read more.

Measurement & Analytics

What Stops Marketers From Getting the Most Out of Data?

Marketers say the biggest roadblock they face with regard to getting the most value out of their data is disconnected platforms, according to recent research.

Measurement & Analytics

What Data-Confident Organizations Do That's Different

Organizations that have high confidence in their data are more likely to monitor data consistency, assess the timeliness of data, validate data formats, and have high visibility into data pipelines.

Measurement & Analytics

The Marketer's Guide to Making a Bulletproof Business Case for Campaigns to Gain Finance and C-Suite Approval

Marketers must show financial impact to win campaign approval. This guide explains how to model ROI, payback, and outcomes with credibility. Read more.

Email Marketing

The Limitations of B2B Email Marketing Benchmarks

External benchmarks can distort assessments of your email performance. Learn how best to use external benchmarks along with internal benchmarks to make informed, strategic decisions for improved outcomes. Read more.

Artificial Intelligence

The Key to Scaling B2B Personalization With GenAI: Data Standards

Generative AI enables scalable personalization, but its success hinges on clean data and consistent data taxonomy. Explore how data standards drive results with genAI. Read more.

Measurement & Analytics

Data-Driven Marketing: What It Is, Why It's Crucial Now, and How to Get Started

Discover how data-driven marketing boosts personalization, decision-making, and ROI with practical tips to get started. Read more.

Artificial Intelligence

AI in B2B Marketing: Connecting Adtech and Martech for Full-Funnel Growth

Discover how AI-driven martech and adtech integration enables full-funnel visibility, real-time optimization, and measurable B2B marketing ROI.

Marketing Strategy

Why 'Mad Men' Ideas Still Work—and When They Fall Short

Today's marketers mix research with storytelling, using data to drive decisions once ruled by instinct alone. See how marketing has evolved—and what still endures. Read more.

Measurement & Analytics Resources

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