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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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. -
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.
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
