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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Social Commerce Saved Our A$$
With around 3.9 billion global active users on social media, brands have to be on all platforms to make it big and reach half of the world’s population – what a gold mine to tap into! -
Why It Pays To Segment Your Audience: A Guide To Finding More And Better Prospects
Check out the latest eBook by Claritas, the industry’s leading provider of segmentation models for marketers. -
Insights on How Major Hotel Chains Advertised Before the Holidays
Overall, the data supports how younger people are more willing to travel during this time, and as such hotel chains are making sure they reach them in the places they visit the most. -
Why Postcode Data Could Be the Secret to Private Equity Success
We get blindsided by digital, but usually identifying specific groups of people to target is a really powerful way to start testing performance. The key to delivering this is the humble postcode. -
How Direct-To-Consumer Brands are Leading the Way for TV
DTC brands are leading the way, showing how to reach audiences with relevant ads, while using data-driven insights to prove performance. -
Why The U.S. Urgently Needs Media Compliance Auditing
Navigating the media world has become increasingly difficult for advertisers as there continues to be an ever-growing number of agency, or agency-related parties and external supplier influences involved in the delivery of campaigns. -
Microsoft, Xandr, Bayer Healthcare and LiveRamp: Preparing for the Cookieless Future Before It’s Too Late
The takeaways are clear: the sooner solutions like LiveRamp’s Authenticated Traffic Solution are implemented, the more time there will be to test and iterate, providing consumers with the value experience they expect. -
TikTok – it’s Christmas O’Clock!
Campaigns in the omnichannel environment might be better thought of, not as branches on a tree, but as snowflakes: a vast range of unique moments with shared characteristics. -
Four Ways That Marketers Could Help 50+ Travelers Hit the Road Again – Safely
The 50+ audience is in the best position to travel, and they’re making plans now for some long-awaited “trips of a lifetime” in 2022. Help them safely get back to doing what they love, and you’ll soon be destined for new levels of growth. -
Data Collaboration is a Competitive Necessity
While some organizations have deep data on their individual customers, few have the breadth to compete effectively without collaboration. Leveraging your best data along with another company’s best data has become a competitive necessity, giving you a breadth and depth of insight you may lack. -
Insights on How Major Retailers Prepared for Black Friday
In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings. -
Why Marketers Should Adapt Their Advertising Strategies to Align with New Festive Shopping Patterns
This shopping season, marketers face a dynamic economic and social environment. Only by having an advertising strategy that is agile, responsive, and omnichannel can they be confident in their campaigns.
