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Articles
Articles and opinion pieces on all things advertising, marketing measurement, analytics and other industry insights. In this section you can also find company and team updates.
Updated Jul 28, 2025
Why Marginal KPIs Are the Only KPIs That Matter
Most marketers scale spend using averages - and end up scaling waste. This piece shows why marginal KPIs are the only numbers that matterץ
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Updated Aug 24, 2025
The Incrementality of Amazon Prime Day
Why Incrementality Experiments Are the Flatline of Modern Marketing
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Updated Oct 23, 2025
Understanding Retargeting and Its True Impact
Discover how predictive analytics helps brands maximize ROI
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Updated Aug 24, 2025
Predictive Analytics in Marketing: Forecasting Incremental Success
Discover how predictive analytics helps brands maximize ROI
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by Maor Sadra Updated Aug 24, 2025
The Surgery Was a Success. The Patient Died.
Why Incrementality Experiments Are the Flatline of Modern Marketing
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