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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The Brave New World of Measurement in the Era of First-Party Data
The demise of the third-party cookie heralds a new era for marketing and how it measures its success. -
Data-Driven Storytelling: Personalised Experiences in CRM and One-to-One Marketing
Success ultimately comes back to understanding who your customers are. It comes back to combining the functional and emotional sides and working out which parts of the customer’s relationship with your brand actually matter to them. -
A Data-Driven Look at This Year’s Holiday Spenders vs. Savers
To win this holiday season with both Spenders and Savers, brands need to fuel their holiday campaigns with comprehensive and continuously updated data. -
To Get the Best from Your Clean Room, Know What to Ask of It
Ultimately, it’ll be up to marketers and brand leaders to determine what to look for in a clean room, and when the right time is to implement one. -
Creative Personalization is The Key to Campaign Differentiation and Unlocking Performance at Scale
With evolving technology, marketers are learning how creative personalization can drive better outcomes, from brand engagement to sales revenue. -
Advertisers Demand Accountability. When Will Ad Tech Comply?
We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide. -
To Get the Best from Your Clean Room, Know What to Ask of It
Clean rooms, in summary, represent another tool in the marketers tool box, and are only as useful as the data that goes into them. -
Digital Advertising Is Set to Enter a New Era – and Brands Need to Be Ready
There’s still time for marketers to embrace a new privacy-first paradigm whose scalability matches the ID-based practices the industry has relied on thus far. However, the clock is ticking. -
Digging Deeper Into Advertising’s Lost Half
To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization. -
Filling the Creative Data Gap to Counter Rising CPMs
Data is a fundamental requirement for advertising to continue succeeding as much as it is growing. -
The Renaissance of Data Engagement: From Manual Endeavors to AI-led Orchestration
While the road ahead may be long, AI Orchestration holds the potential to unlock the true value of data, making it a transformative force in the business world. -
Are You Customer-Obsessed? Here’s Why You Should Be
From retail to tech, customer obsession is a foundational mantra that helps businesses excel. Let’s explore why this is the case and how customer obsession can benefit your business.
