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But as marketing journey became more complex and fragmented, it started to show its cracks. Here’s why a Bayesian approach to Marketing Mix Modeling has emerged as the stronger approach. At a high level, Frequentist statistics treats probability as purely data-driven. […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-future-of-marketing-mix-modeling-is-bayesian-heres-why\u002F","2026-03-18T15:19:38","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F03\u002Fubaid-e-alyafizi-A0tB3FNyjK8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3837],{"name":3811,"image":3812},{"to":1414,"name":20},{"type_key":3771,"title":3840,"excerpt":3841,"to":3842,"postedAt":3843,"readingTime":44,"image":3844,"authors":3845,"category":3847},"Google Data Studio for Marketers: 2025 – 2026 updates","\u003Cp>2025: Modern Charts In March 2025, Google released Modern Charts for Google Data Studio to the general public, following a preview in February. This feature has received continuous updates, introducing significant changes that give marketers greater control over how data is curated and presented. What’s new? Key design changes for Marketers The modern design updates […]\u003C\u002Fp>\n","\u002Fblog\u002Flooker-studio-updates\u002F","2026-08-25T09:15:21","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002Fcreatvise-zWFfkV8DS3g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3846],{"name":3799,"image":3800},{"to":1414,"name":20},{"type_key":3771,"title":3849,"excerpt":3850,"to":3851,"postedAt":3852,"readingTime":2354,"image":3853,"authors":3854,"category":3856},"Diminishing returns & Saturation curves: Is your ad spend working for you or against you?","\u003Cp>Why does the first £1,000 you spend on a marketing channel sometimes work harder than the last £10,000? The answer lies in saturation curves, and they’ll tell you exactly how effective each pound you spend really is. What exactly is a saturation curve? Saturation curves illustrate how the effectiveness of a marketing effort diminishes over […]\u003C\u002Fp>\n","\u002Fblog\u002Fsaturation-curves\u002F","2026-05-18T13:24:54","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fjack-cohen-7m-Dt6NwCnI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3855],{"name":3811,"image":3812},{"to":1414,"name":20},{"type_key":3771,"title":3858,"excerpt":3859,"to":3860,"postedAt":3861,"readingTime":1249,"image":3862,"authors":3863,"category":3865},"The baseline in Marketing Mix Modelling","\u003Cp>When presenting results of a Marketing Mix Model (MMM), the go-to graph to display is a waterfall chart, representing the contributions from all media channels. However, there is always the question. What is the baseline? Firstly, a quick recap on MMM. Marketing Mix Modelling is a statistical technique that measures the impact of marketing activities. […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-baseline-in-marketing-mix-modelling\u002F","2025-12-11T09:22:45","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Firham-setyaki-tfdff8Poebw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3864],{"name":3811,"image":3812},{"to":1414,"name":20},{"type_key":3771,"title":3867,"excerpt":3868,"to":3869,"postedAt":3870,"readingTime":2354,"image":3871,"authors":3872,"category":3874},"“Adstock” and the Long and Short of Advertising","\u003Cp>One of the most overlooked phenomena in marketing is the adstock effect. The adstock effect describes the lingering or delayed impacts of advertising, where marketing efforts hold “stock” in the mind of consumers for weeks on end. Neglecting this dynamic could lead to potentially halting campaigns which are in fact leaving a lasting effect on […]\u003C\u002Fp>\n","\u002Fblog\u002Fadstock-effect\u002F","2025-07-21T14:56:56","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Faakash-dhage-cjFNckgXd8U-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3873],{"name":3811,"image":3812},{"to":1414,"name":20},{"type_key":3771,"title":3876,"excerpt":3877,"to":3878,"postedAt":3879,"readingTime":2260,"image":3880,"authors":3881,"category":3894},"A Strategic Guide to Brand Measurement","\u003Cp>Whilst measuring the impact of performance marketing comes with its own challenges, mostly due to privacy and technological pressures, understanding the true impact of brand investment has been notoriously difficult to measure. The importance of an integrated approach across the customer journey is well researched, with brand activation vital to overcoming the performance plateau. Research […]\u003C\u002Fp>\n","\u002Fblog\u002Fstrategic-guide-to-brand-measurement\u002F","2025-07-16T17:37:43","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fmarkus-spiske-pwpVGQ-A5qI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3882,3885,3888,3891],{"name":3883,"image":3884},"Abbie Hare","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":3886,"image":3887},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":3889,"image":3890},"Lauren","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002FLauren-Henley.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":3892,"image":3893},"Greg Holland","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":898,"name":899},{"type_key":3771,"title":3896,"excerpt":3897,"to":3898,"postedAt":3899,"readingTime":311,"image":3900,"authors":3901,"category":3905},"Meta × GA4 Integration: A Marketer’s Guide","\u003Cp>With privacy regulations accelerating and data becoming increasingly fragmented, marketers are under growing pressure to reconcile signal loss, incomplete attribution, and platform silos. The recent Meta and Google Analytics 4 (GA4) integration, now fully rolled out within Meta’s Events Manager, may help to join the dots between two notoriously different platforms. This native integration allows […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeta-ga4-integration-guide\u002F","2025-07-07T16:18:09","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fmyriam-jessier-tKf03CkdEjo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3902],{"name":3903,"image":3904},"Amandeep Padda","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FAmandeep-Padda.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":1414,"name":20},{"type_key":3771,"title":3907,"excerpt":3908,"to":3909,"postedAt":3910,"readingTime":105,"image":3911,"authors":3912,"category":3914},"Meta Ads are limiting measurement for Healthcare Advertisers: Here’s what you can do about it","\u003Cp>If you’re running campaigns in the healthcare space, you’ve likely noticed it’s getting harder to measure performance on Meta platforms. From restricted targeting options to increasingly vague conversion data, Meta (Facebook and Instagram) is taking a privacy-first stance, and healthcare advertising is in the spotlight. Here’s what’s changed, why it’s happened, and how healthcare advertisers […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeta-ads-limiting-measurement-for-healthcare-advertisers\u002F","2025-06-30T11:31:36","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Fmariia-shalabaieva-WR6qHgdWS-Y-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3913],{"name":3811,"image":3812},{"to":1414,"name":20},{"type_key":3771,"title":3916,"excerpt":3917,"to":3918,"postedAt":3919,"readingTime":3920,"image":3921,"authors":3922,"category":3926},"Mastering Media Planning and Budget Optimisation: Strategies for Marketers","\u003Cp>In a recent study by Impression, research showed that 61% of marketers expected to increase their marketing budget in the next 12 months, but out of 915 marketers surveyed there was a split on where they thought it would be best to invest their budget, including a surprising near 30% who were allocating “equally” or […]\u003C\u002Fp>\n","\u002Fblog\u002Fmastering-media-planning-and-budget-optimisation\u002F","2025-06-19T12:22:13",17,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Fkatelyn-perry-bgkG5PF1zUM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3923],{"name":3924,"image":3925},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":898,"name":899},{"type_key":3771,"title":3928,"excerpt":3929,"to":3930,"postedAt":3931,"readingTime":44,"image":3932,"authors":3933,"category":3935},"Meridian: Google’s Answer to Marketing Mix Modelling","\u003Cp>Ever since Google announced that it would be releasing an open-source Media Mix Modelling (MMM) package, which adds to and improves upon its predecessor, LightweightMMM, data scientists and marketers have been eagerly waiting for access to the platform. Most were left waiting until Google announced they would release it to the world on the 29th […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeridian-googles-marketing-mix-modelling\u002F","2025-04-16T15:37:06","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fkamran-abdullayev-wth383_dXjw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3934],{"name":3811,"image":3812},{"to":732,"name":733},{"type_key":3771,"title":3937,"excerpt":3938,"to":3939,"postedAt":3940,"readingTime":1249,"image":3941,"authors":3942,"category":3944},"Site vs URL reporting in Google Search Console: What’s the difference?","\u003Cp>Google Search Console (GSC) is an essential tool for understanding how your website is performing in Google Search results. However, there can easily be some confusion when reading the data on the platform. For example, if you add up the number of times people clicked on your site or saw it in search results for […]\u003C\u002Fp>\n","\u002Fblog\u002Fsite-vs-url-reporting\u002F","2025-03-13T13:35:46","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002Fmyriam-jessier-VHXiGXxwOQ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3943],{"name":3799,"image":3800},{"to":1414,"name":20},{"type_key":3771,"title":3946,"excerpt":3947,"to":3948,"postedAt":3949,"readingTime":2354,"image":3950,"authors":3951,"category":3953},"From data to insights: Why visualisation matters in marketing?","\u003Cp>Research shows that “The human brain processes images around 60,000 times faster than text”; If you’re navigating the maze of a hundred data points and trying to understand the key insights, infographics help to transform complex information into an easily digestible and actionable format. In marketing, data visualisation plays a crucial role by enabling marketers […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-visualisation-matters-in-marketing\u002F","2026-08-25T09:26:12","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fnick-brunner-5dgXQJ7ezuU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3952],{"name":3799,"image":3800},{"to":1414,"name":20},{"type_key":3771,"title":3955,"excerpt":3956,"to":3957,"postedAt":3958,"readingTime":105,"image":3959,"authors":3960,"category":3962},"Measurement plans and KPI frameworks [Video series]","\u003Cp>Effective digital marketing relies on clear measurement planning and well-defined KPIs (Key Performance Indicators) to track success. Without them, efforts can lack direction, making it difficult to assess what’s working and what needs improvement. A strong measurement plan aligns marketing goals with business objectives, ensuring data-driven decision-making. KPIs—such as conversion rates, engagement metrics, and ROI—help […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeasurement-plans-and-kpi-frameworks\u002F","2025-02-14T10:38:49","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMeasurement-plans-and-KPI-frameworks_Featured-Image-ALT.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3961],{"name":3892,"image":3893},{"to":898,"name":899},{"type_key":3771,"title":3964,"excerpt":3965,"to":3966,"postedAt":3967,"readingTime":2354,"image":3968,"authors":3969,"category":3974},"Measurement in Digital PR and Link Building","\u003Cp>When measuring the performance of digital PR, one common go-to metric is the number of links achieved. Brands may see this as the quintessential KPI that must be included in any campaign. However, we will cover why you should consider a variety of metrics when measuring the success of your digital PR campaigns, rather than […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeasurement-in-digital-pr-and-link-building\u002F","2025-02-11T17:05:24","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=254%2C159%2C1564%2C1564&w=640",[3970,3973],{"name":3971,"image":3972},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":3827,"image":3828},{"to":985,"name":986},{"type_key":3771,"title":3976,"excerpt":3977,"to":3978,"postedAt":3979,"readingTime":1249,"image":3980,"authors":3981,"category":3983},"Reference lines and bands in Google Data Studio","\u003Cp>Vertical reference lines and bands in Google Data Studio are useful tools for marking down key moments and periods that could influence performance, opening up the opportunity to analyse the impact of marketing activities and wider contextual factors more clearly in a single view. Whether you’re looking to highlight the date when a new product […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-reference-lines-and-bands-in-looker-studio\u002F","2026-08-25T09:18:27","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fricardo-gomez-angel-C34zrJeT6lk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3982],{"name":3799,"image":3800},{"to":1414,"name":20},{"type_key":3771,"title":3985,"excerpt":3986,"to":3987,"postedAt":3988,"readingTime":311,"image":3989,"authors":3990,"category":3992},"Google Meridian: What you need to know","\u003Cp>Google Meridian launched in March 2024, offering digital marketers exciting new ways to explore how their campaigns are influencing sales and other business-critical goals. It’s an open-source Media Mix Modelling (MMM) platform that empowers you to overcome common marketing effectiveness measurement challenges. For context, MMM is a cookieless form of measurement which utilises statistical techniques […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-meridian-what-you-need-to-know\u002F","2025-01-17T09:13:55","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fbastian-riccardi-0uMU42uRw28-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3991],{"name":3811,"image":3812},{"to":898,"name":899},{"type_key":3771,"title":3994,"excerpt":3995,"to":3996,"postedAt":3997,"readingTime":311,"image":3998,"authors":3999,"category":4001},"Server-side tagging in Google Tag Manager (GTM)","\u003Cp>Server-side tagging is now available within Google Tag Manager (GTM), putting better marketing effectiveness data back into your hands. Packed with tips from our in-house experts, this guide unpacks the principles of server-side tagging and how you can use it to evolve your measurement strategy in GTM. Read on to discover the benefits of this […]\u003C\u002Fp>\n","\u002Fblog\u002Fserver-side-tagging-gtm\u002F","2025-03-31T14:07:58","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fmilad-fakurian-bMSA5-tLFao-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[4000],{"name":3811,"image":3812},{"to":1414,"name":20},"104","6",{"category":1412,"collection":29},{"title":1420,"script":4006,"meta":4048,"link":4063},[4007],{"type":4008,"key":4009,"innerHTML":4010},"application\u002Fld+json","yoast-json-ld",{"@context":87,"@graph":4011},[4012,4022,4026,4030],{"@type":4013,"@id":2728,"url":2728,"name":4015,"isPartOf":4016,"datePublished":4017,"dateModified":4018,"description":4019,"breadcrumb":4020,"inLanguage":96},[4014,90],"WebPage","Digital and Internet Marketing Blog | Impression",{"@id":93},"2020-03-08T21:11:10+00:00","2021-09-28T09:25:47+00:00","SEO and the landscape of online marketing is always changing. At Impression, we are always keeping up to date and discussing the latest trends",{"@id":4021},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F#breadcrumb",{"@type":98,"@id":4021,"itemListElement":4023},[4024,4025],{"@type":101,"position":102,"name":27,"item":103},{"@type":101,"position":105,"name":19},{"@type":107,"@id":93,"url":103,"name":67,"description":6,"publisher":4027,"inLanguage":110,"potentialAction":4028},{"@id":109},{"@type":112,"target":4029,"query-input":116},{"@type":114,"urlTemplate":115},{"@type":118,"@id":109,"name":67,"url":103,"logo":4031,"image":125,"sameAs":4032,"@context":130,"email":131,"foundingDate":132,"legalName":133,"vatID":134,"description":135,"telephone":136,"address":4033,"location":4034,"areaServed":4044},{"@type":120,"inLanguage":110,"@id":121,"url":122,"contentUrl":122,"width":123,"height":124,"caption":67},[127,128,129],{"@type":138,"streetAddress":139,"addressLocality":140,"addressRegion":141,"postalCode":142,"addressCountry":143},[4035,4038,4041],{"@type":146,"name":147,"geo":4036,"address":4037,"photo":125,"telephone":153},{"@type":149,"latitude":150,"longitude":151},{"@type":138,"streetAddress":139,"addressLocality":140,"addressRegion":141,"postalCode":142,"addressCountry":143},{"@type":146,"name":155,"geo":4039,"address":4040,"photo":164,"telephone":165},{"@type":149,"latitude":157,"longitude":158},{"@type":138,"streetAddress":160,"addressLocality":161,"addressRegion":162,"postalCode":163,"addressCountry":143},{"@type":146,"name":167,"geo":4042,"address":4043},{"@type":149,"latitude":169,"longitude":170},{"@type":138,"streetAddress":172,"addressLocality":173,"addressRegion":174,"postalCode":175,"addressCountry":176},[4045,4046,4047],{"@type":179,"name":180},{"@type":179,"name":182},{"@type":179,"name":176},[4049,4050,4051,4052,4053,4054,4055,4056,4057,4058,4059,4060,4061,4062],{"name":227,"content":1424},{"name":50,"content":51},{"property":56,"content":110},{"property":59,"content":60},{"property":62,"content":1420},{"property":236,"content":1424},{"property":64,"content":1427},{"property":66,"content":67},{"property":69,"content":70},{"property":72,"content":73},{"property":75,"content":76},{"property":78,"content":79},{"name":81,"content":82},{"name":84,"content":85},[]]