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 Reimagining the Art and Science of Marketing Can Fill Your Full Funnel
Finding partners who have their own inventory — be it a specific distribution network, platform, or person — will be key to advertising in the new age of mobile marketing. -
Attribution 3.0 – A Claritas Fireside Chat
We are excited to announce the release of Claritas Attribution 3.0, which brings significant improvements to the accuracy and breadth of reporting available from our suite of Optimization solutions. -
Identity Graph 2.0 – A Claritas Fireside Chat
The Claritas Identity Graph powers a full suite of solutions to help marketers maximize their efforts across the entire marketing spectrum. -
How Marketers Can Topple the Tech Giants’ Monopoly on Personal Data for Good
Personal data is a hot commodity; it’s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants’ data monopoly. -
Post-Privacy Marketing: Doing More With Less Data
When it comes to upskilling there’s no time like the present. -
Auto Advertisers: Weathering the Stormy Road Calls for Holistic Data-Driven TV Media Campaigns
Thanks to the greatly improved state of data analytics and measurement, if you embrace this holistic approach, you will benefit from an almost constant learning state. -
The Power of Tracking Real-Time Sentiment Shifts Among Voters in Times of Uncertainty
If a campaign’s tactics and messaging aren’t adapting to voter reactions to real-time shifts in the macro environment around them, they very well might end up as the next case study in “how did we not see this coming?” -
Contextual Now Powered by Dynamic Audience Signals Is the Best of Both Worlds
Cookie deprecation is causing a good deal of anxiety in our ecosystem—even with the recently announced Google Chrome reprieve of its disappearing cookie until 2024. -
Making Waves: WHISKAS® and MediaCom Gave Cats Custom Amazon Boxes to Play In
In 2021, WHISKAS® worked with MediaCom and Amazon Ads to better connect with tech-savvy pet owners. -
Making Waves: Dentsu X on How Brands Can Build Lifetime Customers
Sanjay Nazerali of dentsu X dives into how companies can connect with consumers in more meaningful ways through purpose, messaging, and action. -
How Advertisers Can Adapt to the New Privacy Ecosystem
Brands and marketers need to look at the new privacy ecosystem not as a threat, but instead as an opportunity. -
The 3 Top Video Marketing Metrics to Assess Performance
There’s little doubt that video content marketing works, which is why so many brands use it. The key is to exercise thoughtfulness and patience when it comes to evaluating each video’s success.
