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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Content Marketing Made Easy: Essential Automation Tools for Every Strategy
Smart automation choices amplify human capabilities, turning good content strategies into great ones through consistent execution and data-driven refinement. -
Industry Reacts to Google Cookie Update: Let’s Innovate Our Way Through Uncertainty
Google’s latest announcement on the future of third-party cookies has sparked a mixture of frustration and renewed urgency across the ad tech sector. We asked leading technology and media experts for their responses to Google’s decision. -
How to Choose the Right Marketing Mix Modeling (MMM) Partner
Choosing the right MMM tool requires balancing cost, usability, and analytical depth. By carefully evaluating these factors, you can select an MMM partner that aligns with your business objectives and enhances marketing effectiveness through data-driven decision-making. -
No One Gets Fired for Buying Social—But Are They Wasting Their Budget?
To effectively reach social-light consumers, brands need to take a data-driven approach to refine their media strategies. -
Demographics Are Dead: The Secret Weapon Marketers Aren’t Using Enough
The wave of innovation currently reshaping emotional response measurement replaces such crude techniques with highly sophisticated technologies and processes that enable emotion to enrich demographic data and provide a fuller understanding of how people react to creative output. -
No More Dirty Data: How to Avoid Marketing Horror Stories
As AI continues to evolve, the importance of clean, ethical, and well-managed data will only grow. The time to act is now—because if your data is dirty, your strategy is already broken. -
Proactive Media Buying Is the Only Way to Achieve Brand Safety
Approaches to brand-safe media buying need to be employed strategically across an advertiser’s plan – not just as point solutions for specific campaigns. -
How Brands Can Prevail in the Search for Omnichannel Success
Search offers a far less tactical, far more meaningful way to connect with consumers than it once did when the world seemed simple and Google’s algorithm was the main factor to navigate. -
The Era of Curation: Key Insights for LATAM Marketers in 2025
As the industry continues to navigate challenges like privacy regulations, identity shifts, and brand safety concerns, curation offers a path to greater ROI. Done right, it transforms ad buying from a fragmented process into a seamless, results-oriented strategy, ensuring that every dollar spent delivers maximum impact. -
Rethinking Incrementality: Why the Future of Marketing Measurement Can’t Depend on Going Dark
We must stop treating historical measurement as the endgame. True marketing effectiveness comes from the ability to simulate future outcomes, forecast returns, and guide strategy dynamically. -
The YouTube Formula – How to Crack YouTube Ads, Prove It and Scale It
Ice Heggedal, marketing acquisition team lead at Usercentrics, began her presentation with the story of how she went from just being a performance marketeer, to becoming a privacy-led marketeer. -
Metrics That Matter: Decoding the New Age of Media Strategies
This insightful conversation will cover a range of critical topics
