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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An Evolving View on Context Will Shape the Data Markets of the Future
Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch. -
Zero-Party Data: How To Leverage It And What To Avoid
Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days. -
What Is The Answer To The Ad Industry’s Identity Crisis?
Google’s recent announcement that it won’t support user-level identifiers in its ecosystem, is just the latest step in its plans to change how consumers are tracked online. -
Why the Cookiepocolypse Actually Affirms the Open Web
In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” -
Getting Your KPIs Right: Should You Really Be Measuring Shopping Cart Abandonment Rates?
In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended. -
With Google Shunning IDs, Companies Turn to Data Collaboration
In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate. -
Driving Engagement Through Creative UGC Campaigns
It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative. -
Advertisers, Do You Know Where Your Audiences Come From?
The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future. -
Why Data Maturity Is More Puzzling Than You Think
The pandemic has proved a major catalyst for boosting data capability, but one misconception is still holding back progress: the belief that data maturity follows a linear path. -
How Chatbots Help Small Business Owners To Increase Conversion Rate
Customers are the lifeblood of every business. That is why it is important to put a modern strategy in place to keep them happy. In this modern-day and age, many businesses consider automating their processes and one of the aspects that they are focusing on is customer communication. -
3 Tips to Get Creative with Ad Measurement
While “data-driven insights” has been a buzz term for years, it received heightened focus in 2020 amidst the pandemic and as companies began to measure customer sentiment more frequently. -
How Marketers Can Strategize Around Active vs. Passive Intent Users Post-Cookie
While the pandemic undoubtedly did a great deal of damage, many categories are starting to see an uptick in digital ad spend and user acquisition and cost per click rates are starting to slowly rise again.
