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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Why the “Media Lift Effect” Is Changing the Rules of Social Performance
The media lift effect offers a way forward by connecting performance, creative excellence, and media precision into one finely tuned engine. -
The Hidden Costs of Buying Cheap Data
What do we really pay when we buy cheap data? Often, far more than the price tag suggests. -
Love the Problem, Not the Platform: How to Make Smarter Tech Investments
When you start with the business challenge—not the technology—you make better investments, unlock faster value, and build solutions that actually scale. -
What Marketers Get Wrong About Patient Acquisition
Most healthcare marketers are chasing visibility, and it’s costing them patients. -
Why Ad Recall Should Be a Distant Memory for Digital Advertisers
Brand lift is an important and under-valued campaign metric. It measures the change in attitudes towards a brand as a result of an advertising campaign. -
Why Transparency Beats Privacy Theater in Programmatic
While the industry debates Transaction IDs, another transparency signal demonstrates how we can serve both buyer and seller interests: Mediation Auction IDs. -
B2B Marketing’s Dirty Secret: Nobody Cares About Your Impressions
The future of B2B marketing isn’t about brand versus performance. It’s about accountability to revenue outcomes. -
CTV Advertisers Should Demand More from the Supply Chain
The future of programmatic video is not just more automation or more inventory. It’s smarter, more intentional media buying. -
Managing Uncertainty: How UK Marketers Can Thrive as Economic Storm Clouds Gather
For UK marketers, success in uncertain times comes down to clarity: know your audience, measure what matters, and align every action to revenue. -
From Neuralink to Merge: What Brain-Computer Interfaces Could Mean for Marketing
Whether neural data powers more relevant, empathetic campaigns or sparks a new wave of mistrust will depend on the standards we set. -
A Million Little Big Ideas: The Death of Monolithic Marketing
The future belongs to brands that can maintain creative coherence while delivering contextual relevance. -
Beyond the Clichés: What Gen Z Really Wants From Brands
Gen Z isn’t one thing and that’s exactly the point. They can be pragmatic and idealistic, ambitious and burnt out, skeptical and deeply loyal when you earn it.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of enewton
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A Custom Algorithm Is Only as Good as the Planning Around It
