Google’s Campaign Mix Experiments beta lets advertisers test multiple campaign types and budgets together to find what works ...

Google Ads’ new Experiment Center gives advertisers a single hub to test strategies and measure impact before scaling.

The article emphasizes moving beyond vanity metrics to provable business results, crucial for CFOs. It champions full customer path analysis and incrementality testing, now more accessible thanks to ...

Every time Hugh publishes a story, you’ll get an alert straight to your inbox! Enter your email By clicking “Sign up”, you agree to receive emails from Business ...

The platform works brilliantly for consumer brands because their strategies align with consumer behavior, but B2B operates in an entirely different universe with complex buying journeys involving ...