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 New Agency Advantage: Turning Audience Intelligence into Differentiation
The new agency advantage is not simply having access to more data. It is knowing when and how to use data to elevate campaigns and outcomes. -
What the Trust Recession Means for Advertisers
Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem. -
Turning Every Package into a Marketing Channel
We’re wrapping up this season of Modern Marketing and Measurement with a full-circle conversation: bringing packaging, the original marketing tool, into the future with QR codes and AI-powered experiences. -
Wikipedia: What the Internet’s Encyclopedia Got Right About AI Visibility
The brands that will win AI visibility aren’t necessarily the loudest or the most prolific content publishers. -
Please, AI, See Me
Jake shares why traditional SEO fundamentals still matter, how schema markup and content structure influence LLM visibility, and why marketers shouldn’t abandon proven strategies in the rush to chase the latest AI trend. -
You Forgot To Build Your Brand
Companies spend the vast majority of their marketing resources pursuing consumers who are already shopping while largely ignoring the audience that will determine their growth six months, twelve months, or three years from now. -
The Dashboard Delusion: Why More Data Is Making Media Buying Harder
The organizations creating the most value today are not the ones producing the most reports. -
The Problem With MMM Isn’t the Model, It’s That Almost Everybody Mistakes Measurement for a Decision
By Bradley Keefer, Chief Revenue Officer, Keen Decision Systems The frustration with marketing mix modeling is real, and it is growing. Media sellers are exhausted by it, practitioners find it […] -
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.
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
