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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Let Them Eat Cake: Three Sweet Solutions for Advertisers in a World Without Cookies
Like any dependency, the industry’s reliance on tracking cookies can be replaced by habits that are both more sustainable and beneficial. -
It’s Nothing Personal: The Other Kind of First-Party Data
While cookie based audiences are easy—simply select the audience you want to target in your DSP of choice—business data integration requires APIs and manipulating the bidder through different integration points. -
Data Detachment
People are hyper-conscious of privacy – but are not always changing their habits -
5 Years of GDPR: Good Intentions; Underwhelming Execution
Although the GDPR was introduced with the aim of protecting personal data, its effectiveness has been undermined by several key factors. -
Taking an Ethical Approach to Audience Creation
These privacy-by-design solutions will allow companies to build their audiences ethically and effectively. -
Programmatic Darwinism: How Publishers Are Determining Which Supply Chain Components Survive
Sellers of digital media must continue to demand a more efficient, transparent and sustainable supply chain that delivers on the true promise of programmatic. -
Why Brands Need to Become Data Farmers
Best practices for collecting, controlling and capitalizing on first-party data assets -
More Businesses are Moving the Universal Customer Profile Beyond Marketing
Many companies with highly secure data processes are going to be resistant to major sudden changes. -
CMOs: How Integrating Your Data Team Can Produce Better Results
How your data teams can serve as a catalyst to regaining momentum against the industry’s most vexing challenges of 2023. -
How Financial Services Firms Can Capitalize on Their Data Riches
How data can be used to refine targeted campaigns, acquire new customers, and launch new services. -
The Future of The Customer Experience: Here’s How Data Analytics Can Be A Game Changer
In this article, we’ll explore the role of data analytics in the future of customer experience and the best practices. -
Forget the Funnel! In a People-Driven World, Relevant Ads Expedite the Customer Journey
In funnel speak, marketing should start near the narrow end, with contextually relevant information served to consumers when they’re ready.
