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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Why Data Integrity Matters: Lessons for the Advertising Industry
The intersection of advertising and market research offers a roadmap for both industries to combat fraud and improve data quality. -
Why First-Party Data is the Key to Customer Identification
When it comes to identity resolution, remember: owning your data means owning your customer relationships—and your future. -
Supply-Side Data Signals – the Heart of Programmatic’s Curation Engine
Much has been written about the benefits of supply-side curation, but overviews of how to curate inventory – and how this represents a step change from historical approaches – have been generalized at best. -
Insight Communities: A Modern Tool for Customer-Centric Strategies
The question isn’t whether you can afford to invest in customer centricity—it’s whether you can afford not to. -
From Signals to Breakthroughs: A Timeline of Digital Advertising Privacy Shifts
Combining old-school approaches to data collection with cutting-edge statistical modelling gives the best of both worlds between detail and scale while creating a data market where people are active participants rather than unwitting — and, often, unwilling — data mules. -
How in-House Advertising Teams Can Make the Most Telco Insights
With any in-house advertising planning models, the platform approach to integrating and utilising data is critical. Key to success will be finding a platform with the coverage required to ensure accurate campaign planning and the cost points needed for the business case to stack up. -
Driving Consistent Data Standards Across Global Enterprises
By addressing the people side of change, organizations can increase the likelihood of successful implementation and achieve their data management goals. -
Optimize for Outcomes, But Only the Ones That Matter
True accountability goes beyond clicks and site traffic. It means aligning with business outcomes that drive long-term growth and brand equity. -
The Advertising Playbook: How to Create a Winning Strategy Using Next-Gen Stats
The successes of today’s biggest brands illustrate how next-gen stats can inform smarter, more effective advertising strategies. The lesson is clear: brands that embrace these insights gain a competitive edge in today’s crowded media landscape. -
As Cookieless Audiences Grow, Here’s Why Alternative IDs Matter Heading Into 2025
Advertisers face an uncertain cookieless future in 2025, but they are galvanized more than ever to identify a better path forward. -
Data-Driven Creativity in Marketing
By grounding our creative processes in data while nurturing human insight, we create campaigns that are not only effective but also unforgettable. -
The New Value Exchange Depends on Data Collaboration
Companies that embrace privacy-forward data collaboration will gain a competitive edge, while consumers will be more inclined to share data with brands they trust.
