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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Why It’s Not Time to Give Up on Multi-Touch Attribution
Thousands of companies rely on these technologies and disciplines because each of them brings something valuable to the table. -
Is It Time for Marketers to Take a Fresh Look at SPO?
SPO solutions are becoming an increasingly vital tool for brands looking to reach audiences in a more efficient and thoughtful way. -
Four Tips To Thrive In The New Post-Cookie Era
With the disappearance of cookie-based advertising on the imminent horizon, brands should embrace personified advertising. -
Adapt to Your Customers’ Evolving Needs With a Clear Measurement Strategy
During times of uncertainty, there’s a critical balance to maintaining the stability of our brand voice while also adapting in a rapidly changing environment. -
App Marketing in a Privacy-Focused Era
Currently, to receive privacy-compliant campaign insights, most marketers are relying on Google and Apple to build a picture of attribution. -
The Really Big Picture of Identity: What Marketers Need When the Dust Settles
The winners from yesterday may not be winners tomorrow; success may depend on their ability to look at opportunities with fresh eyes. -
How to Protect Mobile Advertising Budgets with High-Quality Location Data
Markters doing due diligence upfront is essential to preventing wasted spend and having headaches down the road. -
Full Court Press: Why Marketers Should Look to Programmatic DOOH for March Madness Success
March Madness and other tentpole sporting events are rightly seen as key opportunities for every marketer out there. -
Here’s Why I Doubled Down on Market Research
Media measurement as a field is experiencing massive disruption right now. From its outset, it never gave a holistic audience understanding. -
Third-Party Cookies Will Die. Then What?
Get comfortable with “walled garden world” scenarios and prioritize investments in media, technology and data capabilities accordingly. -
Maximizing Creativity, With the Power of Data and Purpose
Maximizing creativity, with the power of data and purpose, is where brands can differentiate themselves from their competitors -
How App Marketers Can Keep the Economic Engine Running Through the Recession
App marketers should be smarter with spending and reinforce the foundations of their strategies with an understanding of their user personas.
