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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Cracking the Code on Performance Marketing for High ARPU Products
Success lies in the willingness of advertisers to experiment and iterate across the four critical dimensions: optimization signals, targeting, creative content, and channel selection. -
How Customer Research Turns Insight into Impact
Understanding consumers is the foundation of effective marketing, not just a strategy. It is crucial for every team to collaborate and grasp the significance of research to enhance the impact of their work. -
Buying Groups: The Missing Piece of the Lead Generation Puzzle
Winning over individuals is hard enough, let alone groups, who don’t want to engage or be influenced. -
Solving the Advertising Reach Crisis
The reach crisis facing advertisers is evident, but it doesn’t need to be a problem, providing advertisers and publishers explore technologies that will enable them to work closer together. -
Search is on… TikTok, YouTube, Instagram
Where Google still leads, based on data from Rise at Seven, is on searches for activities nearby, including events and entertainment, ahead of both TikTok and YouTube. -
Redefining Transparency in the Ad Industry
The tools to create a more transparent, ethical, and trustworthy industry are here – and they are actionable and easy to use. -
The Future of Data Driven Marketing Decisions
Marketers are constantly seeking new ways to leverage insights to inform their strategies. The ever-evolving data driven marketing landscape is the latest frontier for marketers, presenting challenges and opportunities alike. -
Why Buyers Should Use Bid Shading
Bid shading is a feature that enables buyers to leverage historical and predictive data to influence the bid price in a programmatic ad auction. -
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.
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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
