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 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. -
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?
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
