Category: Uncategorized

Walk through enough Canadian towns and you start to notice the same thing. The mall is half-empty.The old department store is gone.The parking lot still has space for hundreds of cars, but nobody’s coming.A sign that used to say Zellers, Target, Sears, Kmart, or BiWay has either been ripped off the wall or faded into…

Many marketing campaigns underperform according to CPA metrics but may still positively impact business growth. Traditional measurements often overlook contributions from demand creation across various channels. To address this, incorporating revenue elasticity of impressions and Marketing Mix Modeling can provide a clearer picture of performance and show how visibility translates to revenue.