MODERN MARKETING + 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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Gaming: Levelling Up Your Brand In The Cookie-Less Future
With so much focus on how to establish and target audiences in a cookie-less advertising landscape, much of the attention has centered on the power of publishers and their communities of engaged and authenticated audiences. -
Attention Marketers: Is your CTV Strategy Privacy-Forward?
While it looks like a goldmine, marketers do not have CTV completely figured out yet. In fact, some CTV marketing practices still resemble those from five years ago. -
Are You Taking a Data-Driven Approach to Affiliate Marketing?
It’s never good to put all your eggs in one basket, and harnessing data is opening up fresh ways for brands to reach new people and drive traffic to their websites. -
Results, resilience, and the Route to Ready for 3 brands
To inspire and help you begin the Route to Ready, here are examples of how three successful brands got started on their own journeys. -
How CPG brands are redefining their approach this holiday season
With people ready to celebrate this holiday season, marketers will need to take just such a data-driven approach to create messaging that resonates and is personally relevant to customers. -
Goodbye Panels, Hello Households. The Future of TV Measurement is Here
TV ads transacted on broad age and gender targets from panel-based ratings as the common currency will soon be in the rearview mirror. The journey is well under way to evolve the measurement currency to meet the needs of marketers and publishers. -
The Value Exchange: How Consumers and Brands Have Built Trust
Most marketers are now considering best practices. While there are sure to be quite a few, they can all be rooted in a clear value exchange — by highlighting how data collection can improve overall experiences for consumers. -
How Publishers Can Get Smarter with Their Reader Prompts
As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data. -
How Becoming a Customer-Centric Business Starts with Humanising Data
While it’s probably difficult to imagine in today’s world – where anyone can whip up a business-destroying Twitter storm in seconds – listening to customers hasn’t always been the default. -
Digital Media’s Loss is CTV’s Gain
The past year has not been kind to digital media. From the (now-delayed cookie-apocalypse) to Facebook’s continual political troubles to increased scrutiny on digital privacy, it’s safe to say digital media has not had a good 2021. -
Does Third-party Data Need a Rebrand?
Third-party data, the product, is better than ever. It’s ethically sourced and privacy-compliant and will remain so even after cookies fall away. -
How To Keep The Party Going In A Cookie-Free Future
While we have never completely relied on third-party cookies – by offering Commercial Mix Modelling we don’t need them to measure effectiveness – we are indirectly affected.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of enewton
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A Custom Algorithm Is Only as Good as the Planning Around It
