Optimization
Articles on Optimization written by Marktech's specialists.
How to Allocate Budget Across Media Channels
Return curves, convex optimization and equal marginal returns: the method we use at Marktech to allocate budget across media channels.
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Your A/B Test May Be Lying to You
Stopping a test when the result looks good nearly quadruples false positives. We simulated 10,000 A/B tests to show the effect of peeking.
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Marketing Mix Modeling: Attribution Beyond the Click
How Marketing Mix Models estimate each channel's contribution without relying on clicks, and what we saw applying Meridian, Google's open-source MMM.
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MarTech and AdTech: What Are They?
Understand what MarTech and AdTech are, the difference between the two terms, and how to use technology to improve your ad results.
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Facebook Ads or Google Ads: Where and How Much to Invest?
Learn best practices for splitting your budget between Google Ads and Meta Ads (formerly Facebook Ads) and find out which channel to start with.
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A/B Testing: A Powerful Optimization Tool
A/B testing is one of the most effective ways to increase conversions. See when to use it, how to measure significance, and what to do with the result.
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