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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Repairing Consumer Trust is the Only Way Forward
Strong relationships are built on trust. That’s true between your friends, it’s true between your neighbors, and it’s true in your businesses. It’s also true when we talk about the relationship between buyer and seller, who often come together as strangers. -
The Return to New Normal for eCommerce
It’s no surprise that last year we saw a spike in pandemic-related products, such as hand sanitizer and face masks, with the majority of top 10 product searches being related to these protective items and panic buying peaking in July of 2020. -
Aligning Subscriptions and Advertising in a World Driven by First-Party Data
The publishing industry is undergoing yet another period of dramatic upheaval as new policy shifts among the tech giants further limit the ability of publishers to target ads using third-party data or identifiers. -
How SEM Produces Incremental Revenue for B2B Marketers
The B2B customer journey is a long and complex one. Often a conversion is preceded by emails, catalog views, searches and site visits, before the first phone call or meeting. -
The Key to Unlocking Hidden Treasures in your CRM
Customer relationship management systems (CRMs) are great for collecting and organizing data. But, what are we doing with all this data? -
3 Marketing Concepts Sales Should Apply in 2021
2021 is a new landscape for sales and marketing, and each team has a lot to learn from the other. -
Publishers Are Taking a Bite of the $161 Billion Local Ad Market
Google and Facebook may have prioritized advertising tools for small businesses, but there’s no reason why other publishers can’t prove their worth to this vast set of buyers. -
Welcome to the Consent Economy: Programmatic in the Post-Cookie World
First, it was the cookie. Then the IDFA. Both Google and Apple are, in their typically outsized manner, accelerating industry trends. -
Online Digital Identity: A Tale of Two Internets
The internet has always represented an amalgamation of anonymous activity and authenticated users, with the balance of power between these two diametric views of online behavior swinging dramatically throughout the digital age. -
The CMO’s Guide to Ad Fraud
What if you could increase the accuracy of your performance data, reduce wasted cost and reinvest the savings in brand-building initiatives? -
To Meet the Needs of Large Enterprises, CDPs Must Evolve and Handle Data at Massive Scales
As enterprise-scale consumer brands face the disruptions caused by COVID-19, their needs eclipse and transcend the marketing use case for CDP technology. -
Zero-Party Data Strategies Fuel Personalization in 2021
25% of CMOs will adopt zero-party data strategies in 2021. Why? Because they have to.
latest posts
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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
