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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Winning Hearts and Wallets: The End of Vanity Metrics in Marketing
Reach alone no longer drives results. Marketers today must prove impact by combining first-party data with authentic customer connection to build lasting loyalty. -
Trust at Scale: Building Trust and Connection in the Digital Age
How do you reach 1 in 2 American adults while maintaining an authentic connection? -
Driving Performance Outcomes with TikTok in a Non-Linear World
Shoppers don’t move in straight lines anymore. -
From Metrics to Meaning: The New Measurement Playbook
Execution, Experimentation, and Evaluation—these 3 E’s are turning traditional advertising measurement on their head. -
The ROI Revolution: Moving B2B Marketing from Vanity to Value
78% of CMOs state proving ROI has become more important in the last two years. But as sales cycles grow more complex, traditional attribution models built for B2C often miss the mark. Faced with mounting pressure to show the impact of every campaign, marketers need clarity on where and how to invest to drive tangible revenue impact. -
Navigating economic headwinds: Maximizing ad spend through smarter measurement
With marketing budgets under increasing scrutiny, optimizing every dollar spent is critical. -
From Ghosts to Growth: How Modern Measurement Unlocks Real Media Impact
Facing challenges like economic uncertainty, fragmented shopping patterns, and an increasingly saturated media landscape, it’s critical for marketers to truly understand the impact of every advertising dollar spent. -
The Great Measurement Debate: What You’ve Been Told (and What’s True)
The industry has long sold the story that some things just can’t be measured – streaming exposures tied to offline purchases, attribution across walled gardens, or brand-building working hand-in-hand with performance. -
Fast, Accurate, Anchored: A Modern Take on Classic Measurement with Liquid Mix™
Why choose between speed and accuracy when you can have both? -
Rethinking Difference: Cognitive Diversity As A Creative & Business Advantage
Research shows that neurodiverse teams foster greater innovation, generate higher revenue, and build deeper cultural relevance. -
Google AdTech Antitrust Remedies: What’s Likely, What’s Needed
Google’s been found guilty of violating antitrust law in AdTech. -
Future-Proof Performance: Maximize Measurable Media Outcomes in Uncertain Times
As marketers navigate persistent economic uncertainty, stop dwelling on the unknown and focus on the media and measurement strategies proven to drive business growth.
