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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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
AI isn’t something you turn on and walk away from. The competitive advantage isn’t the automation itself. It’s in the boundaries you set for it. -
The Conversation Gap in Modern Marketing
People don’t always know exactly what they think the moment they’re asked. An initial response can be valuable, but some of the most useful context emerges later, when there is an opportunity to reflect, clarify or expand on an idea. -
Gen Z Doesn’t Need to Hear from You
Reach is the wrong metric for a generation that does not respond to volume. The question worth asking after any campaign is whether the right people trusted those who said it. -
Small Businesses Embrace the Role of ‘Creator’ to Get Seen in 2026
It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop. -
Identity’s Next Challenge: Why Accuracy Matters More Than Ever
The past several years have produced a wave of innovation focused on preserving addressability as signals became more fragmented and difficult to access. But preserving addressability was only the first challenge. -
Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
By Ryan Schaumburg, PadSquad Every few years, advertising finds a new word to rally around. For a while, in the early days, it was reach. Then it was attention. Now […] -
Marketing Is Learning Before the Market
Learning velocity – the ability to explore more strategic paths, understand consequences faster, and commit with greater confidence – becomes the competitive advantage. -
Why Some Brands Matter, and Some Brands Don’t
Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean? -
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.
latest posts
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Brands Need to Think Like Broadcasters, Not Advertisers
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Does Your Brand Need Explaining? It Might Be an Intelligent Brand
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The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
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Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
