#marketing-roi

Measurement & Attribution

Coca-Cola Pushes UMM Measurement Standard: What Marketers Need to Know

Coca-Cola is championing a new metric, Universal Media Measurement (UMM), to unify how brands assess ad spend across fragmented channels. The ambitious framework, developed over seven years, promises a common currency for paid, owned, earned, and shared media, but its path to widespread adoption is far from clear.

Measurement & Attribution

[Measurement Maturity Playbook] 4 Stages CMOs Can't Ignore

Your marketing budget's wasting away if you're not matching measurement tools to your growth stage. Here's the no-BS playbook that turns vague hunches into boardroom wins.

Measurement & Attribution

Media Mix Modeling vs Multi-Touch Attribution: Choosing the Right Approach

Media mix modeling and multi-touch attribution take fundamentally different approaches to measuring advertising effectiveness. Understanding when to use each method is essential for accurate measurement.