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.
-
To Use Your Marketing Data Efficiently, Make Sure It’s Accurate
How clean is your data? It’s an important question, but one that doesn’t often get addressed — at least not at the frequency necessary. -
How Identity Resolution Can Transform Marketing
Most brands aren’t of this other part of identity resolution, which relies on matching logic and an identity graph to connect data. -
Does Your Agency Partner Have the Right Stuff in Analytics?
All these considerations—capability, technology, and culture, really need to be assessed by marketers before any partnership proceeds. -
Added to Your Marketing Mix Cart: Retail Media
Online retail, with its vast first-party data, provides an ideal environment for brands looking to target customers in a relevant context. -
AWS’ Clean Rooms Announcement Will Force Large Cloud Providers to Acquire their Way to Competition
AWS is in a prime position to dominate the clean rooms market through sheer force of their existing cloud services market share. -
Advertisers and Marketers Must Stay up to Date When It Comes to App Usage and Engagement
Look beyond superficial data and dig into app usage, which can help paint a clear picture of where people are spending their time -
The Advertising Industry Will Soon Find Itself Back at Where It Started
As our industry fights through to the other side of the cookie era, one thing is clear: Replacing the cookie will not be easy. -
“The Journey Towards Better Transparency Isn’t Over”: The Industry Reacts to ISBA’s Latest Programmatic Supply Chain Study
We asked industry experts to share their thoughts on the latest findings. -
Why Smart Data Collaboration (and Data Clean Rooms) Will Be Key to Marketers’ Success in 2023
With collaborative insights made possible through data collaboration and clean rooms, marketers will be well on their way to accelerating business transformation in 2023 and beyond. -
Why IP Address Intelligence Data Is Key for MSSPs – and Cybersecurity Protection in General
IP address intelligence data won’t stop criminal cyber activity, but it can provide an additional, valuable layer of protection for in-house teams or MSSPs -
3 Reasons Search Data Should Be Your Top Priority in 2023
With the clear value search data can demonstrate, brands that place it front and centre will gain a clear view not only of a moment in time, but also – crucially – of predicted consumer behaviour in 2023 and beyond. -
How Cinema Became Measurable
The cinema advertising transformation is very much still underway. As they say in the ‘biz, the camera is still rolling.
