In this blog we demystify marketing attribution modelling to help marketers see how they can get a better return on their marketing spend.

How easy is it to accurately understand the real value of your marketing spend?

We answer the six most often asked questions from marketers

Under pressure to switch to GA4 - there is an alternative.

Marketing attribution - Is Google Analytics skewing the results?

Understand customer journey-based marketing attribution.

It's not just about sales.

How a CDP can pay big dividends for mid-sized businesses

The differences are pronounced, especially when you look at customer journey patterns.

Accurate marketing metrics are crucial to business success.

What do you do if a marketing channel shows a declining trend?

Marketing ‘bang for buck’ – how do you measure it?

The American department store magnate, John Wannamaker, famously bemoaned: “I know half my marketing budget is wasted. I just don’t know...

Microsoft Power BI helps build interactive data visualisation. It’s good to understand the pros and cons and why you might choose it.

Siloed, volumous and outdated data are all challenges marketing chiefs are focusing on now. UniFida is the solution to these challenges.

A Single Customer View is more important than ever for creating a seamless customer experience.

UniFida unlocks historical layers of data, much like archaeologists unlock the truths of history.

McKinsey’s March article ‘Modern Marketing' looks at all the enablers and capabilities required for marketing today.

Multiple personal identifiers that aren't linked can damage the customer journey significantly. Here's why and what can be done.

Here are four key ways in which you can take advantage of customer value metrics.