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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From Clicks to Decisions: Marketing in an AI-Mediated World
On this episode we sit down with Natasha Wallace Chief Solutions Officer & Managing director at Jellyfish to talk about what happens when AI starts to “mediate parts of the journey” and reshape how decisions get made. -
Data Is What Matters – so, Why Does Anyone Use Syndicated Segments?
By Paul Sobel, CEO, Dataline The April 20 edition of Marketecture is perfect. It’s the Data, Stupid! is beyond reproach, especially since it was authored by a guy who admits […] -
Social Video Is a Microcosm for the Fragmented Media Mix
By Megan Gall, VP of Strategy, Innovid There was a time when digital strategy meant mastering two or three platforms. Google, Meta, and, later, Amazon defined the rules of engagement—each […] -
In an Automated World, Calibration Is Still a Human Job
When the data is clean, wastage drops, performance improves, and user experience is better. -
Marketing Momentum: Why Consistency Beats Campaigns in 2026
In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently. -
Smarter Spend, Stronger Results: Rethinking Efficiency, AI, and What Actually Drives Growth
We get into how AI is speeding up decisions without replacing human judgment, why measurement still isn’t perfect, and how brands can balance short-term performance with long-term growth. -
The New Battleground Is Being Cited, Not Clicked: Brand Authority vs. Domain Authority
AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible. -
The OOH Factor: Why Billboards Are Still Effective in the Digital Age
The most effective marketers don’t see OOH as an awareness medium that needs to be backed up by social, display and digital video, but as a starting point that signals intent and creates a buzz for omnichannel campaigns. -
Not Your Granddad’s MMM: AI, Creativity, and What Comes Next
On this episode, I sit down with Jeff Matisoff, North America CEO & Managing Partner at The Brandtech Group, to talk about how AI is reshaping everything from MMM to creative and media. -
Everything Old is New Again
It seems nostalgia is everywhere these days – even in digital media and advertising. -
Why Last-Click Attribution Shrunk Marketing’s Ambition
Last-click attribution was meant to be a shortcut. But somewhere along the way, it became a strategy for the unimaginative. -
It’s Time to Renew the Vows: How to Mend the Fractured Client/Agency Relationship
We’ve engineered all the danger out of the work. And in doing so, we’ve engineered out everything that matters.
