A Compendium of Stupendous Amazing Things.

Marketing Mix Modeling and You: Understanding MMM

Marketing Mix Modeling (MMM) is a holistic analysis technique that shows a bigger picture of how marketing strategies are actually performing.

8 Takeaways from Netflix’s “What We Watched”

What we uncovered were 8 main takeaways that show how Netflix’s content decisions have helped them become the streaming powerhouse they are today.

What Team Pickaxe is excited about for 2024

We’ve asked the team, and here are some of the tech & trends that Team Pickaxe is most excited about for 2024!

From AI to APIs, here are our top 5 tech stories from 2023

2023 has been a massive year for tech news crossing into mainstream news. Here are 5 tech news stories from 2023 that we've been following that could impact our business and yours.

Spotify Wrapped tells us a lot about ourselves – here’s why we all love it

Creating opportunities for subscribers to engage with the platform through Wrapped keeps them invested, and it helps make Spotify "sticky."

Digging into August & September

Our (almost) award winning world tour. Also Twitter, or uh… X. The Team Pickaxe update is here. We’ve been sending smart people to preach the gospel of data governance and schemas, scored nominations for awards, tried to decipher Twitter’s identity crisis, and been around the…

Case Studies

Nexstar CDP Development, Event Data Schema, & Implementation

Nexstar needed a better way to understand user behavior, ad anomalies, and advertising performance across the hundreds of federated stations and websites that they operate from a mix of technology platforms built by them, or that they had acquired from multiple legacy parent companies over the years. The result was inconsistent and disparate reporting.

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Increasing Ad Revenue by Improved Reporting

With thousands of advertisers, this Publisher was spending several days each month configuring Google Data Studio to generate campaign-close reporting. Not only were the visualizations lackluster and off brand, but the Publisher was also running into significant INFOSEC concerns granting advertisers access to their data in a secure way.

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Improving Attribution and ROAS with a custom Media Mix Model

The CMO and marketing team at Spartan Race were having challenges with getting accurate attribution across all of their paid media channels, including above the line sources like TV ads and Out Of Home. And recent changes in cookie blocking and iOS added significant confusion in the data, causing major conflict between what they believed was driving conversion vs what their internal data was showing was driving conversions.

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