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 Brands Can Transform Their Measurement Framework to Drive Organizational Change
An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs. -
What my Friendship with Julia Child Taught Me about First-Person Data
Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach. -
Future-Proofing Publisher Monetization Through Identity and Addressability
Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties. -
Slow Progress Toward Cookieless Targeting Masks Growing Momentum
Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising. -
Data Analytics and Modeling Have a Higher Calling than Your Marketing Plan
No matter how much change comes our way, due to regulation, platform moves or otherwise, our respect for data driven marketing can and will live on. But, we have to look beyond the marketing plan to ensure that we are putting data analytics to the best possible use. -
Elevating the Ad Experience Through Insights and Experimentation
Through audience insights and creative experimentation, brands can create an advertising experience that informs, delights, and entertains viewers and helps them discover the products or information they want and need. -
Data Clean Rooms Are Not a Magic Bullet for Retail Media — Or Anyone Else for That Matter
If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more. -
Social Performance Marketing, as We Once Knew it, is Dead [An Open Letter]
Advertisers chasing their tails trying to achieve something that isn’t even possible, even if they know that’s true. -
How to Reach Your Customers in the Right Frame of Mind Through Sentiment Analysis
Sentiment based analysis and targeting brings back to advertising the understanding that human behaviour is often complex and contrary, meaning that delivering the right messages to them requires a subtle mix of art and science. -
Marketers are Still Operating in the Dark – A Q&A with Harriet Durnford-Smith, CMO, Adverity
Data phobic CMOs are afraid to test new creatives and unable to prove the value of campaigns to their board. -
Why Achieving Experiential Personalization Relies on Transparent Data Practices
The end of third-party cookies is already underway and Apple’s App Tracking Transparency (ATT) feature is an early example of a more privacy-focused approach. -
The Hidden Voter Dimensions That Will Decide the 2022 Elections
The incredible set of unique circumstances informing sentiment and motivation at the individual voter level in 2022 is beyond human computing or imagination.
