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 Last Mile: How Out-Of-Home Builds Brands + Drives Growth
OOH is an unmissable, unblockable medium that connects with consumers where decisions happen, on the sidewalk, curb, and corner. -
TikTok: Turning Q4 Into Impact – Your Verified Playbook
Proven Q4 Playbook You Can Activate Now Walk away with a simple, actionable checklist of strategies to drive immediate holiday results—no theory, just practical steps you can implement the next day. -
The Programmatic Unlock: Capturing the Next Wave of Commerce Media Demand
Programmatic access is redefining commerce media. -
Building Real-Time Brands with Data-Driven Precision
In today’s real-time world, driving long-term brand perception shifts requires designing creative campaigns for media optimization – where every new act of creation becomes an act of data insight creation. -
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.
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
