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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Advertising’s Biggest Issue: Getting More out of Prospects and Customers
By the time they reach your doorstep, a buyer’s journey is mostly over. At this point it helps to understand that journey at a company level, especially within your own website. -
What is the 90/10 Measurement Trap, and How Can Advertisers Avoid It?
If TV providers want to maintain the value of their content, they must fight for the right measurement that does an adequate job of tracking how many people see the ads on their content and how those ads impact their audiences. -
CTV: What’s All the Fuss About?
While historically, CTV has been viewed as supplementary to linear TV buying, we’re moving into a world where it’s central to a TV buying strategy. -
How Will the Metaverse Fortify Customer Journey Analytics?
Metaverse marketing techniques can impersonate modern footprints to compose smart technology. However, more consumers need to experience the metaverse and provide valuable feedback. -
Forget TCF, Let’s Get Radical and Give Consumers Real Control Instead
Too many adtech companies are trying to maintain the status quo (and the arms race that goes with it) that we’ve all lived with for 15+ years. -
3 Stages of Transitioning for a Cookieless Future
There are still some unknowns on the horizon when it comes to how a fully cookieless digital landscape will operate in practice, but that doesn’t mean brands and agencies are directionless. -
Data-Driven Creative Strategies in a Cookieless Future
Harnessing first-party data, and ensuring it’s frequently audited will offer a trustworthy foundation to build on. Marketers who start now will have the benefits of valuable insights into their customers’ needs and preferences. -
Google Topics API: The Fight for Advanced Cookieless Solutions in a Privacy Compliant Market
As cookie depreciation bears down on the industry, an influx of cookieless targeting solutions are proliferating the marketplace, with the latest solution to be released being Google’s Topics API. -
The Pitfalls of “Assumption-Based” Marketing
The customer relationship is already valuable to the brand, and a thoughtfully-managed brand can provide immense value to the engaged consumer by way of continuing education, special offers and things like loyalty programs. -
Attention is the New Metric
By Caroline Hugonenc, Global VP Insights & Research, Teads There has been a long understanding that current methods to measure the effectiveness of digital marketing aren’t up to the task. […] -
Winter Olympics Audience Data is About Winter Sports. Until it Isn’t.
As programmatic advertisers look to identify and reach their known, and unknown, audiences, they’ll need to continually look at how to use the best data science at their disposal to find the overlaps, unexpected correlations and audience pathways. -
Why Partnerships Will Pave the Way to Data Privacy Success
How can brands continue to find safe and engaging ways to connect with consumers in this complicated environment?
