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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The Overlooked Challenge in Marketing: Making Your Survey Data Count
By Horst Feldhaeuser, Infotools In a world awash in data, it’s easy to assume that marketers have everything they need to make smart decisions. From clickstreams and customer journeys to […] -
‘How Could It Know?’ the Jaw-Dropping Accuracy of Models Trained on Large Data
In practice, asking whether outcomes or media quality is more important is like asking an athlete to choose between winning the race and prior training. You can’t really have one without the other. -
Beyond the Last Click: A Dual Perspective on Evolving Attribution in a Non-Clickable World
A sophisticated, multi-faceted approach is not just a future possibility but a present necessity for marketers seeking true impact and sustainable growth in a complex, non-clickable world. -
The Missing Piece of the “Outcomes Era” Debate
The future of brand growth depends on how well we illuminate, support, and activate the mid-funnel. That’s where minds are changed. That’s where momentum is built. -
How to Attract (Not Chase) the Customers Who Actually Convert
Are you attracting customers or just collecting contacts? By Danny Shepherd, CEO of Intero Digital Let’s call out the elephant in the martech stack: We’ve become hoarders. Not of knick-knacks […] -
Prime Time for Outcomes and Creativity: How CTV Is Redefining Brand Impact
During Advertising Week’s panel “Prime Time for Outcomes and Creativity,” co-hosted by Happydemics and Olyzon, experts from brands, adtech, and measurement shared how CTV is becoming a critical channel. -
Listen to The Trade Desk: Programmatic Is Reshaping Digital Audio Advertising
The message is clear: programmatic audio is no longer a niche channel. -
Navigating the New Consumer Information Paradigm
It’s clear that the consumer information paradigm will continue to shift. The question is: Is your audience data strategy ready to keep up? -
Privacy Has Changed Consumer Behaviour — Advertising Needs to Adapt, Not Debate It
Privacy isn’t something happening to advertising; it’s happening to consumers, impacting them in ways they may not even realise, sometimes as simply as the browser they’re using. -
Want More From Your Media Spend? Invest in Creators – Then Measure It
Creators are not just amplifiers of culture, they are efficient, scalable, and sales-driving partners. And the data proves it. But only if we treat them like the media force they’ve become and measure them accordingly. -
What Shakespeare Can Teach Us About Data Storytelling
By embracing this role and the principles of data storytelling, we can create more impactful, persuasive, and memorable campaigns. -
Why Last-Touch Attribution Is a Trojan Horse for the Walled Gardens
IF we care about accuracy, transparency and effectiveness, we must adopt a model that gives credit where credit is due. One that reflects the real contributions of each channel, including those without IDs.
