General
Marketing fundamentals and cross-discipline thinking — the concepts that apply no matter which channel you are working in.
Marketing Attribution 101: Choose the Model That Fits
Most teams don't have a spending problem — they have a credit problem: revenue comes in, but no one can say what actually caused it. Here's how marketing attribution works, how the models really compare, and how to choose one that fits your business with the Fit Test, a four-question diagnostic.
By Jonathan Solomon
Marketing Analytics 101: How to Measure, Analyze, and Optimize Campaign Performance
Marketing analytics is the practice of collecting, analyzing, and interpreting data to understand how marketing activities influence business outcomes.
By Jonathan Solomon
Target Audience 101: A Short Guide to Audience Targeting
Understanding who you’re speaking to is the foundation of every successful marketing strategy. A target audience is a specific group of people most likely to be interested in your product, service, or content — essentially those you want to reach with your marketing.
By Jonathan Solomon
Understanding Marketing Campaign Objectives: A Comprehensive Guide
A campaign objective is the specific, measurable result a marketing campaign is designed to achieve. Unlike broad business goals (“grow brand visibility”), objectives are precise targets you can plan for, measure, and optimize against. They serve as the foundation of any successful campaign — giving direction, focus, and accountability.
By Jonathan Solomon