Lauren Brooks

In most customer journeys, the beginning gets attention, the ending gets credit, and everything in between becomes a blur. The U-shaped attribution model turns that pattern into a measurable framework. Also known as position-based attribution, it assigns 40% of the conversion credit to the first touchpoint and 40% to the final touchpoint. The remaining 20% […]

For years, third-party cookies helped marketers track users across websites, personalize advertising, and measure campaign performance. Today, that approach is rapidly changing. Privacy regulations, browser restrictions, and growing consumer expectations have transformed how businesses collect and use customer data. This industry-wide shift is often called the cookie apocalypse, the gradual decline of third-party cookies and […]

You’ve been there. It’s Monday morning. Campaign dashboards are open, ad platforms show glowing results, but when you try to piece it all together, the story doesn’t quite add up.  Which channel did it? Was it your retargeting ad? The influencer campaign? Or that new email series you launched last week? That’s the moment every […]

Marketing teams spend countless hours improving attribution accuracy. They compare attribution models, fix tracking discrepancies, add UTM parameters, and optimize conversion paths. Yet one marketing touchpoint often goes completely unnoticed. Every day, employees send hundreds or even thousands of emails containing links back to your website. Prospects click those links from conversations with sales representatives, […]

iOS attribution has become one of the hardest parts of mobile marketing in 2026. Spend on Apple ads keeps rising while reports from Apple, Meta, and Google rarely agree. Apple’s privacy updates removed the simple path from click to install that cookies and pixels once gave you. Now App Tracking Transparency (ATT), IDFA limits, SKAdNetwork […]

A typical SaaS buying journey has nothing to do with the classic seven touches. Today, the environment is so crowded that you need to build trust, stay visible across multiple channels, and show up everywhere your buyers are researching. Most SaaS teams do not have the resources or specialist depth to do all of this […]

Every company wants better data. But better data does not come from adding another dashboard, tracking every possible event, or giving the data team a long list of reports to build. That is where many analytics implementation projects start to go wrong. The tool may be powerful. The data may be there. The team may […]

Customer feedback has never been more abundant, or more difficult to interpret. Reviews, surveys, support tickets, in-app comments, social mentions, and community posts generate a constant stream of customer language. While collection has become automated and scalable, interpretation remains the bottleneck. By 2026, organizations are no longer asking whether they collect enough feedback. The real […]

Vertical SaaS lives and dies by two numbers: how many customers you add, and how many you keep. Most teams fixate on growth, but in 2026, retention is where the real pressure sits. Acquisition costs continue to rise, competition in service-based software keeps tightening, and churn erodes margins faster than most dashboards admit. If you […]