Opinions expressed by Entrepreneur contributors are their own. A small business marketing communications strategy doesn’t have to be complex and overwhelming. In fact, many of the most successful ...

Natalie is Founder & President of Magnetude Consulting, a full-service marketing agency working with small and midsized B2B tech firms. When someone says, “MSP,” most think “IT.” This instinctive ...

Borrowed from finance and IT, today’s AI measurement models treat marketing like a factory. But that’s not helpful to leaders trying to build ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Day One of ARF’s “Attribution & Analytics Accelerator” event offered intriguing marketing modeling case studies from four major brands, Microsoft, Mazda, Trojan, and Cotton Inc., along with their ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

In an era where privacy concerns, AI advancements and zero-click trends are reshaping digital marketing, businesses need smarter tools to navigate complexity. Marketing mix modeling is emerging as a ...

Marketing can produce more with AI, but every new capability creates work to govern, integrate, measure, and maintain. That’s ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...