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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Media Is All About Human Connection, but Is That Still True Behind the Scenes?
This explosion of channels, formats, devices, and platforms has been enabled by technology, but this same technology has made it harder to build lasting bonds behind the scenes. -
From Eyeballs to Outcomes
Today we’re joined by Josh Hudgins, CPO at VideoAmp. We talk about why TV advertising has outgrown panels, GRPs, and proxy metrics, and what replaces them. -
Don’t Say ‘search’ When You Mean ‘Google’
By Andy Squire, RVP EMEA, Brave Search advertising looks neat on the surface. The Google dashboards are familiar, the processes are mature, and the language gives everyone a sense of […] -
The Tricky Math That (Still) Leads to Programmatic Overpayments
Fees can pay for execution, but they don’t perform. Advertisers need to investigate to ensure as much of the budget is going towards working media as possible. -
AI’s Biggest Marketing Problem Isn’t Intelligence. It’s Infrastructure
The future of marketing may be powered by AI, but it will be enabled by the systems that allow data, platforms, and agents to work together. -
Why AI Needs Better Plumbing
It’s a look at where marketing technology is heading and what that means for the people using it every day. -
The ROAS Mirage: Why CPG’s Most Trusted Metric Is Misleading Growth
By Stan Turek, General Manager, Measurement at InMarket For too long, consumer packaged goods (CPG) brands have been told if return on ad spend is strong, media is working successfully. […] -
Creativity Needs Receipts: AI Is Helping Marketers Connect Bold Ideas to Measurable Business Impact.
AI improves marketers’ ability to understand, test and optimize creative performance, the industry can move toward a more complete definition of excellence: work that captures attention, builds meaning and proves how deeply it mattered. -
The Buyer Finally Owns the Scoreboard
By Spencer Potts, CEO, Precise Programmatic was built for speed. Agentic buying will be built for speed squared. The discipline the industry owes its clients is the one we have skipped […] -
The Future of AI Won’t Be Won by Better Models. It Will Be Won by Better Connections
The future of AI may look like magic to the end user. Behind the scenes, however, it will be powered by something far more practical. -
The Next Chapter for Marketing Technology
It’s a look at where marketing technology is heading and what that means for the people using it every day. -
The Fragmentation Problem: Why Marketing’s Biggest Challenge May Also Be Its Biggest Opportunity
Whether that future becomes reality may depend less on the technology itself and more on the choices the industry makes along the way.
latest posts
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What the World Cup Reveals About Effective Sales Promotions
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First Came the Beards, Then Came the Coffee Shops
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Predictive ROI Is Becoming Marketing’s Most Valuable Currency
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AI Is Amazing. Your Ads About It Still Have to Be True.
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The World Cup Proved Trust Is the KPI That Matters For Brand Experiences
