MODERN MARKETING + 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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Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based. -
Measurement Crisis: Why More Data Still Isn’t Delivering More Confidence
Measurement is ultimately about decision-making. The organizations making the greatest progress aren’t the ones with the most data. They’re the ones with the clearest understanding of how marketing contributes to business performance. -
Back to the Future: Direct Mail Data Is the Outcomes Era’s Missing Link
By bringing in the data that drives performance in offline direct mail, digital marketers can start building models around real people and real purchase behavior. -
What Supply Path Optimization Was Right About, and the Category It Pointed Toward
A category built on grading the agency caps at the agency’s tolerance for being graded. A category built for the agency compounds at the speed of the agency’s own ambition. -
The New Agency Advantage: Turning Audience Intelligence into Differentiation
The new agency advantage is not simply having access to more data. It is knowing when and how to use data to elevate campaigns and outcomes. -
What the Trust Recession Means for Advertisers
Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem. -
Turning Every Package into a Marketing Channel
We’re wrapping up this season of Modern Marketing and Measurement with a full-circle conversation: bringing packaging, the original marketing tool, into the future with QR codes and AI-powered experiences. -
Wikipedia: What the Internet’s Encyclopedia Got Right About AI Visibility
The brands that will win AI visibility aren’t necessarily the loudest or the most prolific content publishers. -
Please, AI, See Me
Jake shares why traditional SEO fundamentals still matter, how schema markup and content structure influence LLM visibility, and why marketers shouldn’t abandon proven strategies in the rush to chase the latest AI trend. -
You Forgot To Build Your Brand
Companies spend the vast majority of their marketing resources pursuing consumers who are already shopping while largely ignoring the audience that will determine their growth six months, twelve months, or three years from now. -
The Dashboard Delusion: Why More Data Is Making Media Buying Harder
The organizations creating the most value today are not the ones producing the most reports. -
The Problem With MMM Isn’t the Model, It’s That Almost Everybody Mistakes Measurement for a Decision
By Bradley Keefer, Chief Revenue Officer, Keen Decision Systems The frustration with marketing mix modeling is real, and it is growing. Media sellers are exhausted by it, practitioners find it […]
latest posts
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What the World Cup Reveals About Effective Sales Promotions
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First Came the Beards, Then Came the Coffee Shops
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Predictive ROI Is Becoming Marketing’s Most Valuable Currency
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AI Is Amazing. Your Ads About It Still Have to Be True.
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The World Cup Proved Trust Is the KPI That Matters For Brand Experiences
