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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How Advertisers Can Use Automation to Lift Shrinking Ad Budgets
Let’s cover how agencies can implement automation to boost efficiency, decide what to automate via external partners and what to automate in-house, and identify next steps to reap the benefits of automation. -
The Value in Differentiating Advertising Performance and Effectiveness
When it comes to clearly defining advertising performance and effectiveness, the substance means the difference between wasting spend or positively impacting the business’s bottom line. -
Unlocking New Revenue Through Data Collaboration
The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers. -
Reach Beyond Big Tech Walled Gardens: Unlocking Unique Traffic Sources
As the digital advertising landscape has evolved into its current form, it’s evolved into two distinct areas, both essential for marketers: the Big Tech walled gardens, and the open web. -
GA4: The Countdown Is On
It’s a bit late now to be considered an early adopter, but there’s still time to switch over to GA4 before Google forces everybody to. -
Embracing the New Era of People-Based Marketing
Can we claim to understand a person if we overlook the content they consume, the information they engage with, the contexts they navigate? -
How to Build a Data Advantage in the Fashion Industry
There are three steps you need to follow if you want to succeed with your data strategy: pick your objectives, build the data foundation, and then activate data. -
Is Neuroscience the Future of Attention Metrics?
As the industry continues to grapple with obtaining usable attention metrics, neuroscience provides a path to better outcomes that are increasingly agile, affordable and accessible. -
3 Strategies for Building a Competitive Brand Edge with Anonymous Users
Zero-party data, information shared directly by consumers offer compelling opportunities to leverage existing digital infrastructure to collect customer data. -
Why Customer Loyalty Starts With Clean Data
It is clear that having clean customer data delivers a better understanding of customers, improves targeting and ensures a standout customer experience. -
Here’s Why The Programmatic Open Market Is Petering Out
For adtech companies, it’s a question of who can adjust soonest to be the pioneer who powers the shift from the open market to direct. -
Performance Marketing Audience Targeting in the Post Signal Era
Applying test and iterate methodologies, and empowering marketers to make adjustments with pace, will become the centerpiece of the work.
