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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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. -
7 Retail Trends to Fall in Love With
Retailers are ready to make the most of limited in-store options and online shopping this year. And while the pandemic has undoubtedly accelerated the dramatic transformation of the consumer retail market, the trends that have been driving this transformation have actually been around for years. -
Data as a Disruptor: How to Effectively Advertise When Third-Party Cookies Crumble
Data: something digital marketers cling to and that’s universally relied on to make decisions. A silver lining of 2020 is that access to data has allowed marketers to make quick and informed decisions with each twist and turn. -
Super Bowl Can Drive Performance: These Brands Made the Most of their Budgets This Year
The Super Bowl can be a huge performance-driver, which begs the question why would anyone invest the big marketing spend if it’s not going to go all the way to the end zone? -
Why Marketers Must Remain Flexible in Their Measurement Techniques Within the New Normal
To effectively validate and enhance ROI, marketers must assess real actions rather than relying purely on basic metrics, such as click-through rates (CTRs). Achieving this will mean ensuring analysis produces robust and reliable insight by standardization, holistic and adding agility to their measurement approach.
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Brands Need to Think Like Broadcasters, Not Advertisers
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Does Your Brand Need Explaining? It Might Be an Intelligent Brand
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The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
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Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
