Marketing Intelligence
Measure what works and cut what doesn't.
39 articles
What Is Customer Acquisition Cost (CAC) in Marketing?
Marketing CAC is what you spend on marketing alone to win one new customer. The most important metric in performance marketing.
What Is ROAS (Return on Ad Spend)?
ROAS is the revenue generated per pound spent on advertising. The headline metric for any paid marketing channel.
What Is Marketing Attribution?
Attribution is the process of crediting marketing touchpoints for sales. Get it wrong and you'll invest in the wrong channels.
What Is a Marketing Funnel?
The marketing funnel maps the customer journey from awareness to purchase. Understanding it helps you identify where potential customers are being lost.
What Is CPM (Cost Per Mille)?
CPM is the cost per thousand impressions. It's the standard pricing metric for brand awareness advertising.
What Is CTR (Click-Through Rate)?
CTR measures how many people who saw your ad clicked on it. A key indicator of ad creative and targeting quality.
What Is a Demand Signal?
A demand signal is any data point that indicates future customer buying behaviour. Identifying them early gives you a competitive edge in planning.
What Is Content-to-Conversion Rate?
Content-to-conversion measures how effectively your content marketing drives actual sales. The bridge between brand building and revenue.
What Is Influencer Marketing ROI?
Influencer marketing can be powerful or wasteful. Here's how to measure whether it's actually working.
What Is Email Marketing ROI and How Do You Calculate It?
Email consistently delivers the highest ROI of any marketing channel. Learn how to calculate it and benchmark your performance.
What Is SEO (Search Engine Optimisation)?
SEO is the practice of improving your website's visibility in organic search results. The highest-value long-term marketing investment for most businesses.
What Is the Marketing Mix?
The marketing mix (4Ps) is the framework for structuring your marketing strategy. Learn how product, price, place, and promotion work together.
What Is A/B Testing in Marketing?
A/B testing compares two versions of a page, ad, or email to see which performs better. The scientific method applied to marketing.
What Is Referral Marketing?
Referral marketing turns satisfied customers into a growth channel. Often the lowest-cost and highest-quality source of new customers.
What Is Brand Awareness and How Do You Measure It?
Brand awareness measures how many people know your brand exists. The foundation of the marketing funnel.
What Is Paid Media?
Paid media is advertising you pay for directly. Learn the main channels, how they differ, and how to allocate budget between them.
How Is Customer Lifetime Value Used in Marketing?
LTV is the foundation of smart marketing investment. Learn how to use LTV to set budgets, choose channels, and evaluate campaigns.
What Is Affiliate Marketing?
Affiliate marketing pays a commission to external partners who drive sales to your business. Learn how it works and when it makes sense.
What Is Retention Marketing?
Retention marketing focuses on keeping existing customers buying. Learn the strategies, metrics, and channels that drive repeat purchase.
What Is Attribution Modelling?
Attribution modelling determines which marketing channels deserve credit for conversions. Learn about the main models and how to choose one.
What Is Multi-Touch Attribution?
Multi-touch attribution distributes conversion credit across every marketing touchpoint in the buyer journey. Learn how it works and why it matters.
What Is Marketing Mix Modelling?
Marketing mix modelling uses statistical analysis to measure how each marketing channel contributes to business outcomes. Learn how MMM works.
What Is Incrementality Testing?
Incrementality testing measures the true causal impact of a marketing activity by comparing outcomes with and without it. Learn how to run these tests.
What Is Brand Equity?
Brand equity is the commercial value derived from consumer perception of a brand. Learn what drives it and how to measure it.
What Is Share of Voice?
Share of voice measures your brand's visibility relative to competitors across marketing channels. Learn how to calculate and use it.
What Is Earned Media Value?
Earned media value estimates the monetary worth of organic publicity like press mentions, social shares, and word of mouth. Learn how it is calculated.
What Is a Demand Generation Funnel?
A demand generation funnel maps the journey from market awareness to qualified pipeline. Learn how it works and how to build one.
What Is Content Marketing ROI?
Content marketing ROI measures the revenue generated relative to the cost of producing and distributing content. Learn how to calculate and improve it.
What Is Programmatic Advertising?
Programmatic advertising uses automated technology to buy and sell digital ad space in real time. Learn how it works and why it dominates digital media buying.
SEO vs SEM: What's the Difference?
Understand the difference between SEO and SEM to decide whether organic search optimization or paid search marketing best fits your growth goals.
Paid vs Organic Marketing: What's the Difference?
Compare paid and organic marketing strategies to understand their costs, timelines, and effectiveness for building sustainable business growth.
Branding vs Performance Marketing: What's the Difference?
Learn how branding and performance marketing serve different business objectives and why both are essential for sustainable growth.
Inbound vs Outbound Marketing: What's the Difference?
Compare inbound and outbound marketing methodologies to understand which approach attracts customers more effectively for your business.
CPM vs CPC: What's the Difference?
Learn the difference between CPM and CPC advertising pricing models to optimize your ad spend and maximize return on investment.
Reach vs Impressions: What's the Difference?
Understand the crucial difference between reach and impressions to accurately measure your marketing campaign performance and audience engagement.
Brand Awareness vs Brand Equity: What's the Difference?
Learn how brand awareness and brand equity differ and why building both is essential for long-term competitive advantage and pricing power.
Email Marketing vs Social Media Marketing: What's the Difference?
Compare email marketing and social media marketing to understand their strengths, costs, and effectiveness for reaching and converting your audience.
Influencer Marketing vs Affiliate Marketing: What's the Difference?
Understand how influencer marketing and affiliate marketing differ in structure, payment, and effectiveness for driving brand growth and sales.
Customer Retention vs Customer Acquisition: What's the Difference?
Compare customer retention and acquisition strategies to understand their costs, impact, and the right balance for sustainable business growth.