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 to Adapt your Marketing for Supply Chain Holiday Chaos
The current global supply chain is complicated and only getting messier as the holidays are near. Hopefully, some help will be on the way soon. -
The Art and Science of Driving Growth in the Streaming Wars: Lessons from Croud and BritBox
Data is the most powerful weapon available to brands in the streaming wars. Combining strong measurement with curiosity and creativity will allow these brands to compete in this hyper competitive environment. -
Privacy: The Digital Transformation That Should Have Happened Yesterday
Brands are mired in rules, but short of the tools required to automate and enforce privacy at scale. -
Digital Audience Models Don’t All Look-Alike
Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy. -
The Value of a Regional Approach to Streaming TV Media Buys
Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign. -
Advertisers, Publishers, and Consumers Have a Role to Play in Data Ethics
As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem. -
This Holiday Season, Cookieless is the Way to Go
While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores. -
The Retail Industry’s Focus on the Intersection of Sustainability and CX
Most are very aware of the common consumer in-store checkout experience – items are totaled, the price is tallied, and the consumer exchanges cash or credit for their goods, which are condensed into a bag for easy carrying and accompanied by a receipt as proof of purchase. -
6 Breakout Programmatic Strategies to Get Noticed Over the Holidays
2020 was the biggest holiday season ever for marketers and retailers—and 2021 is shaping up to be even more competitive. Give yourself a head start by getting your programmatic strategies in place now. -
The Speed of Culture Requires A Data-Driven Creative Strategy
From a global pandemic to a racial justice revolution, these past 18 months have accelerated cultural change and demanded that advertising keep up in order to stay relevant. -
B2B Marketers Can Unlock “Right Time, Right Person, Right Message” With Data and AI
B2B brands are not selling to companies, they’re selling to people. And the reality is that people have come to expect targeted, personalized messaging that’s relevant to their needs in their own lives. -
Dark Marketing 101: What You Need to Know
Dark marketing is a useful tool that allows brands to engage with consumers like never before, and will become substantially more important with the absence of third-party cookies.
