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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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. -
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.
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Brands Need to Think Like Broadcasters, Not Advertisers
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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
