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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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. -
Cross-Platform Reality: Tracking Audiences in a Fragmented World
In today’s media landscape, audiences are everywhere — streaming, mobile, social, and linear. -
Beyond the Payout: How Risk Management Drives Fan Engagement and ROI
Big promotions come with big potential… and big questions. -
From Query to Cart: How Search is Moving Audiences from Discovery to Action
Search today is more important—and more dynamic—than ever before. -
How to Perform in the Performance Era with Brand
Marketers and brand leaders know the industry has become addicted to short-term performance metrics like Last Click and ROAS — but those numbers rarely capture the full story. In this session, Mike Menkes, Group SVP at Analytic Partners, will share ROI Genome® insights that reveal why the most successful brands are rebalancing toward strategies that connect brand in order to drive performance.
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
