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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Why Harnessing The Power Of CTV Calls For More Enlightened Targeting
Audiences rediscovered their love for TV in a big way last year, specifically its more flexible digital incarnation. At the pandemic peak, CTV consumption soared by 160% globally and almost half of the consumers admitted to heavier use. -
5 UX Best Practices for Online Checkout Design
The checkout flow is easily the most crucial phase of any online business. But, with customer expectations for an easy purchase journey at its peak, the process is not always smooth-sailing. -
How To Build A Data Quality Playbook For 2022 And Beyond
The digital advertising industry is a space of constant evolution. From the emergence of smartphones to the adoption of Connected TV, to the laser-focus on data privacy, ongoing developments continue to transform online advertising. -
How Marketers Can Succeed Without Cookies and With Consent
Data technology companies and brands are scrambling to protect income streams and create workarounds for campaign targeting to ensure paid marketing success within the new constraints. -
A Year of Lessons: The Future of OOH
The Out of Home industry took some big blows from the pandemic, but it is recovering fast. Along the way, we have learned some interesting things over the last year. -
Securing C-Suite Buy-In for Search Campaigns
While digital ad spend may be rising, overall marketing budgets are still contracting, albeit at a slower rate than last year, meaning marketers need to account for every penny spent and prove they are delivering real value. -
The Many Dimensions Of Digital Transformation For B2B Organizations
Digital transformation represents a fundamental change in how an organization delivers value to its customers. It’s the latest in a line of data-driven, tech-enabled shifts that have fundamentally changed modern marketing as we know it. -
B2B, Hold the Cookie
B2B marketers need to think ahead in order find their direction and navigate tomorrow’s privacy-compliant cookieless world. -
6 KPIs to Monitor the Success of Your Business
You will never know whether or not your business is thriving or heading in the right direction unless you measure the effectiveness of the strategies you implement. Key performance indicators or KPIs are essential in measuring your organization’s efforts in achieving its goals. -
Google Sandbox: The Internet and Its Oligopolization
How much “privacy” is actually in Google’s privacy sandbox? I fear a further oligopolization of the internet if no countermeasures are taken. -
Answer These 5 Questions to Optimize Your Multichannel Marketing ROI
In today’s multichannel world, marketing campaigns are more complex than ever before. To ensure their message is being seen by the right audience, marketers have to engage consumers across multiple channels and digital media. -
A 3-Tiered Approach to Solving Deliverability Challenges
As a channel, email continues to evolve and become smarter. But at the same time, deliverability challenges still plague senders and prevent emails from reaching subscribers’ inboxes.
