Pages tagged "marketing-analytics"

3 pages tagged with marketing-analytics. ← all tags

• Cohort Analysis — Reading the Shape, Not the Average Cohort analysis groups customers by acquisition date (or other attribute) and tracks them over time. The shape of the retention curve — particularly the M0–M3 onboarding cliff — drives LTV more than any other input. Surviving-cohort LTV (M3+) paired with NRR and CAC payback is a better business-health signal than any single aggregate LTV. 2026 benchmarks: B2B SaaS 3.2:1 LTV:CAC median, DTC subscription 4.1:1 (parity with SaaS reached this year).
• Incrementality Testing — The Causal Layer Under Marketing Attribution Incrementality testing measures the *causal* contribution of a marketing channel — what would happen if you turned the campaign off. Distinct from attribution, which is correlational. The three main test designs are geo-holdout, audience-split, and time-based. When MMM and incrementality disagree, incrementality wins. The 2026 best practice: fewer tests that materially change decisions, not more tests.
• Marketing Mix Modeling — Top-Down Statistical Attribution Marketing Mix Modeling (MMM) estimates the contribution of every marketing channel to revenue using aggregate spend and outcome data — no cookies, no pixels, no user tracking. Adoption surged 212% since 2023 because cookie deprecation broke last-click; MMM doesn't need tracking. Google's Meridian (2024) and Meta's Robyn democratized what was a six-figure consulting engagement.