Performance Marketing
Attribution models, ROAS, media mix modeling, and incrementality testing.
4 articles
Attribution in 2026: why your last-click data is lying to you
Most attribution models still reward the last touchpoint before conversion, quietly misallocating budgets worth millions. CMOs who haven't rebuilt their measurement architecture are optimising for the wrong signals.
Jun 26, 2026The attribution illusion: why your performance marketing data is lying to you
Most CMOs are optimizing toward metrics that flatter their agency relationships rather than reflect business reality. Here is how to rebuild attribution as a strategic asset rather than a reporting convenience.
Jun 20, 2026The attribution illusion: why your performance marketing dashboard is lying to you
Most CMOs are optimizing their performance marketing budgets based on attribution models that were designed for a simpler internet, one that no longer exists. Understanding where these models break down isn't just an academic exercise; it's the difference between compounding competitive advantage and systematically misallocating millions of dollars.
Jun 14, 2026The attribution illusion: why most CMOs are optimizing for the wrong metrics
Attribution models promise clarity on marketing ROI, but most are quietly misleading the executives who rely on them most. Here's what sophisticated CMOs need to understand about the gap between measurement and reality.