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.
-
Beyond the App: Powering Full-Funnel Commerce Media
The way people discover and shop has fundamentally changed and fragmented across social feeds… -
Brand Experiences at Scale Are The Ultimate ROI
The advertising landscape is being reshaped by a simple truth: every interaction is a brand experience. -
Outlasting the Last Click: Why Attribution and Incrementality Must Work Hand in Hand
Attribution on its own offers convenience. Incrementality on its own offers clarity. But in tandem, they create a feedback loop that’s both fast and grounded in reality. -
Identity is Infrastructure Now: In the Age of Walled Gardens, It’s More Than Just a Hedge
The market is moving toward systems that are more integrated, more intelligent, and more dependent on clean, connected data. -
The Misconceptions Holding Back Incrementality: A Call for a Rethink in Measurement Practices
Affiliate marketing has always been about partnership. That spirit needs to extend into how we define success, share data, and build for the future. -
Out of Tune: Are Retail Media Networks Missing the Beat on In-Store Audio?
In-store audio delivers timely, persuasive messages when intent is already high, shortening the path to conversion and turning passive browsing into immediate action. -
ROSÉ All Day: The Metric That Could Save Digital Advertising (And the Planet)
With improved carbon emissions accounting, updated metrics like ROSÉ we can immediately slow down – and hopefully reverse – our industry’s harmful environmental effects. -
Why Retargeting Might Be Tv’s Smartest Entry Point
Digital advertisers are well-versed in the practice of retargeting and the ability to reach consumers who have visited a certain site or looked at a product. -
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.
latest posts
-
Brands Need to Think Like Broadcasters, Not Advertisers
-
Does Your Brand Need Explaining? It Might Be an Intelligent Brand
-
The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
-
Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
-
Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
