Supermetrics Blog

Marketing mix modeling (MMM) seems like the next big and shiny thing in marketing. Even though the technology has been around for decades, it has become more relevant than ever since the movement toward privacy-first marketing. Besides that, MMM is a fantastic marketing measurement method that can tell you the true impacts of your marketing ...

Out-of-home (OOH) advertising is a great way to reach your audience offline—think highway billboards or bus wraps. But unlike digital channels, which offer precise tracking and real-time data, it’s much harder to report and measure the impact of offline OOH. That’s until now. In this article, I’ll discuss how Custom Data Import—a brand new feature ...

We’ve blinked, and here we are at the end of 2024.  This year has been a transformational year for Supermetrics. Building on our vision for one single platform, we’ve sped up the Marketing Intelligence Platform with a bunch of new features and UI updates. We also rolled out improvements to our Google Sheets and Looker ...

As a solutions engineer at Supermetrics, I work with global brands to tackle their biggest marketing challenges. I’ve witnessed firsthand how the disconnect between offline and online data cripples seasonal campaigns—Black Friday, Christmas, etc. Marketers often find themselves drowning in data silos —separate systems, incompatible formats, and a general lack of integration.  This makes it ...

While audience-based targeting has ruled the scene for years, contextual advertising is making a comeback. Predating online advertising, this approach is now more relevant than ever. Data from Adlook, presented in the 2024 Digital Marketing World Forum, shows just how inaccurate cookie-based targeting can be. For example, the targeting precision for women aged 18-24 was ...

If you’re running marketing on Facebook—both paid and organic—you probably rely on the native reports provided by the platforms to keep track of your performance. But let’s say you want to go even more granular with your data and/or combine Facebook Ads data with other data. How should you go about it? This is where ...

As marketers, there’s nothing more important than understanding your audience, figuring out what keeps them up at night, and showing how your brands can make their struggles disappear. And that’s exactly what zero-party data will help you achieve. Especially with the end of third-party cookies, zero-party data and first-party data will become your most valuable ...

For marketers and analysts, having a complete view of marketing performance is crucial. But what happens when important data sits outside the usual digital channels? Maybe it’s offline campaign data from TV or out-of-home ads, on-site event conversion data, product data from legacy systems, or even custom files from clients. Introducing Custom Data Import—a new ...

Imagine analyzing data from a “Special Discount” campaign six months later. Unless you’re blessed with an exceptional memory, you’ll find it impossible to remember details such as its purpose, audience, or the period it ran. This is why having a well-structured naming convention and marketing data governance will make analyzing and reporting your campaign much ...

If you’re used to running your marketing dashboards on Excel or Google Sheets, Power BI can seem pretty intimidating.  But don’t let the complexity put you off. With a few simple steps to set your data up the right way, Power BI can be a marketer’s best friend. Its easy analytics tools, customizable visualizations, and ...