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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Authenticity Sells: How to Use It to Drive Conversions
It’s clear that brands need to work on authenticity, but that can be easier said than done when you’re promoting a business on social media. The bar is high, and distrust is the default setting for most media users. -
Google’s Identifier Announcement Recasts Priorities for Future-Focused Data Companies
This announcement further cements Google’s position to lead with a transparent and privacy-first approach to advertising within its Chrome ecosystem and products. It also reshapes the competitive landscape for data companies moving forward. -
The Economics of Marketplace Ad Monetization
When considering the ways marketplaces can generate revenue, there are three basic options available to operators: subscription fees for membership (for buyers or sellers, or both), transaction fees (charged to buyers or sellers, or both), or advertising/media fees. -
Six Ways Marketers Can Use Segmentation to Improve ROI
In marketing, the more precisely you can define your audience, the more accurately you can predict whether that audience contains your best prospects – and the more quickly you can use that knowledge to find and convert more customers. And one key tool that helps you do that is segmentation. -
Banks And Credit Unions Get More Through Marketing Automation
To provide a good customer experience across multiple channels, banks and credit unions will need to think more about bringing channels together, and a good first step is through marketing automation. -
Why In-House Teams Will Still Require Agency Partners
Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts. -
What Happens Post-Cookie?
Since Google announced the phase-out of the third-party tracking cookie last year, the digital ad industry has been scrambling to prepare for a change in how business is done. -
How To Make Sure Your CTV Inventory Is In The Right Hands
Despite relations between advertisers and publishers having their moments, both parties go above and beyond in their troubleshooting techniques to make them work. -
How Publishers Can Diversify Revenue with Identity and a Digital Mindset
It’s no secret that third-party cookies are going away. We read headlines daily about the approaching cookie-apocalypse. -
Will Human Craft Make a Comeback in the Post-Cookie Era&quest
2021 on paper is daunting. But could 2021 be the year of rebirth? Q1 will bring Apple’s diminishment of IDFA. We’re also wrestling with the best way to soften the impact of Google’s 2022 third-party cookie deprecation on Chrome. -
Ecommerce Marketing Strategies for Growth in 2021
Marketing is an area of your business where you should never be satisfied with current results. There are virtually always new angles, methods, and trends you can implement to get the most out of your advertising spend. -
Cookie Restrictions Will Not Solve Privacy Concerns, But Non-User Matching Will
Browsers are blocking third-party cookies in the name of privacy, but this alone won’t protect personal data within the digital advertising ecosystem. There is a far better and simpler solution for achieving this goal, in the form of contextual targeting.
