Topic
Tag: marketing analytics
16 stories
92.9% of Revenue Came from Repeat Customers—AI Can’t Explain Why
An analysis found 92.9% of revenue came from repeat customers. The number invites action—but AI can't tell you why they stay.
Most marketers say AI works; only 27% can prove it
Metric Sherpa-Sprinklr study: 92% of AI users say it met expectations, but just 27% can prove it. The gap is weak baselines, metrics and…
$44.2B Cyber Week: Test Incrementality Early
Cyber Week 2025 hit a record $44.2B. Before peak, holdout tests reveal which channels create true lift—and stop last-click over-crediting.
97% use AI, so why is lead follow-up still lagging?
Typeform's Malinda Sandman says more data doesn't equal knowing your customer. The fix is action, not another AI tool. Here's the insight-action gap.
Why Your Dashboard Can’t Answer Your CEO’s Questions
Fast metrics show campaign results; slow data links customer behaviour to revenue, margin and profit. Here’s how CMOs can bridge the gap.
Small Performance Gains Can Quietly Kill Creative Judgment
Why small performance gains can distract marketing teams, narrow creative choices and make activity look like growth—and how to give every metric a job.
Coca-Cola’s AI Ad Scores 101 on Attention, Despite the Backlash
Coca-Cola's AI holiday ad scored 101 on TVision's Creative Attention Score despite online backlash, as marketers look to attention data for media decisions.
Incrementality Testing: When 4x ROAS Is Really 1.5x
Platform dashboards may show 4x ROAS while incrementality testing reveals 1.5x. Here's how better evidence gives marketers the confidence to cut unprofitable spend.
Salesforce to fold AI analytics startup Loops into Tableau
Salesforce plans to fold AI analytics startup Loops into Tableau, moving dashboards from what changed to why it changed and what to do next.
Brand Measurement Is Moving Past Surveys to AI Signals
AI now makes it practical to combine search, social, ecommerce and commercial signals into an always-on view of brand health.
67% of B2B Buyers Prefer Rep-Free: Funnels Still Miss Intent
McKinsey, Gartner and Salesforce data show B2B buyers use ten channels and prefer rep-free buying—yet funnel stages still get read as buyer intent.
B2B Marketing’s Real Problem: Evidence, Not ROI
B2B teams often report campaign-level ROI, but the real gap is evidence connecting marketing influence to revenue across the full sales cycle.