MODERN MARKETING + MEASUREMENT
Explores the evolving landscape of analytics, attribution, and marketing performance with expert insights, industry trends, and actionable strategies. Stay ahead with in-depth analysis on emerging technologies, privacy shifts, and the future of measurement.
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
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What Did That Media Spend Actually Buy?
A campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them. -
An Outfit, a Netflix Connection, and Six Weeks Later
Buying an outfit from a television show should not require knowing a senior executive at Netflix. -
Proven Strategies for B2B Answer Engine Optimization
The B2B buyer journey is changing. Research finds that 60% of B2B buyers incorporate AI tools in their search. -
Count Me In – The Case for Total TV
We know that television still fills the room. Ask almost any advertiser and they will tell you the audience is larger than ever, gathered around bigger, brighter TVs. -
Research Designed for the Decisions Advertisers Make
Advertisers have more choices than ever when deciding where to invest their media budgets. -
Audience-First, Border-Free: pDOOH’s Next Chapter in the US
The programmatic digital out of home (pDOOH) market in the United States has moved past the adoption stage. -
Your Marketing Looks Like Your Org Chart. Dan Baptiste Has Some Notes.
Choosing a position can make executives nervous. If a brand becomes more specific about what it believes and whom it serves, what happens to everyone else? -
How Much Do You Not Know About Your Customers? 3 Ways to Close the Gap
Your analytics capture everything customers do and almost nothing about why. Here is how to bridge the two using data you already own. -
The ‘Answer Era’ Blind Spot: Why AI Visibility Is Not the Same as Influence
The goal isn’t simply to improve an AI visibility score, but to understand what information is shaping the customer journey and what influence can reasonably be attributed to it. -
Measurement Joins the Chat
Marketing measurement has already moved beyond the days of waiting until a campaign ends to understand what worked…The next shift is about what happens once those signals are available. -
Oft-Neglected, Local Targeting Represents the Future of Advertising
By Evan Rutchik, President & Chief Strategy Officer, Viamedia.ai The promise of digital advertising is that the wealth of signals would allow advertisers to deliver one-to-one messaging, tailored to the individual […] -
What Brings a Restaurant Customer Back?
By Becky Johnson, Advertising Week Writer & Podcast Host Most of us have joined a restaurant loyalty program for a deal. We enter a phone number, collect points, and wait […]
