Hear us out: You can make your next marketing campaign much more effective if you treat it like a fantasy football team.
Everything You Need to Know about Migrating to GA4
Got questions about migrating to Google Analytics 4? Here are some of the biggest ones, along with answers from our team.
Avoiding the Five Deadly Sins of Marketing Analytics
There are a lot of things that can go wrong in marketing. Some of them are less in your control like customer sentiment or an economic downturn. But there are five marketing analytics mistakes that are totally within your control to either fix or completely …
Why your MCF report doesn’t match anything else in GA
The Problem While working on our data-driven multi-touch attribution solution, we noticed that we couldn’t reproduce the attribution results provided in Google Analytics – even using a simple last touch model. To add to the confusion, we noticed that our rule-based attribution models were all …
View-Through Conversions Have Always Been Bad, They’re About to Get Worse
View-through conversions have become a popular ingredient in multi-touch attribution models. For those not in the know, a view-through conversion is a type of conversion tracking that measures how many visitors saw one of your ads, didn’t click, but eventually made it to your website …
Alight Analytics Announces Rebrand, Leans into SaaS Product Development as ChannelMix
As a new era of digital privacy unfolds, Alight Analytics goes all-in on developing future-ready analytics products under the ChannelMix brand Alight Analytics, the Kansas City-based marketing analytics firm, today announced a brand relaunch, officially adopting the name of their proprietary marketing analytics platform, ChannelMix, …
Why I’m Glad Third-Party Cookies Are Dying
Third-party cookies have never been a good way to demonstrate value – not value as most businesses define it, at least.
Media Mix Modeling Techniques: Picking the Right Model for the Job
Discover the tradeoffs of three approaches to media mix modeling.
Alight Spotlight: Meet Michael Gardner, Jr. Database Developer
Michael helps make sure that clients have ready access to accurate data.
How to Choose the Right Marketing Attribution Model
Choosing a marketing attribution model is like getting a new pair of glasses: The right ones can bring your whole world into focus.