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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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. -
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.
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
