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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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. -
Marketing Data in 2021: The New Pandemic-Era Best Practices
Companies across industries might be prone to disruption in the coming year, but the wheels will keep turning. -
The Breakdown of Point Solutions in a Platform-Based World
The era of the standalone data management platform (DMP)—along with tech point solutions in general—is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality. -
How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands
As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they’re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now. -
The Secret to Great Media Plans – Don’t Hesitate
Here’s one of my cardinal rules for media planning: the opportunity of a lifetime is only there during the lifetime of the opportunity. When it comes to maximizing the reach and efficiency of a media plan, those opportunities fly by at light speed. -
Why Post-Cookie Digital Marketing Can’t Rely On Solutions From One Single Entity
Amid rising global privacy restrictions, accessing the data needed to understand consumer behaviour and serve content that breaks through has become increasingly tough; especially with third-party cookies facing stricter limitations. -
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As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.
latest posts
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What the World Cup Reveals About Effective Sales Promotions
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First Came the Beards, Then Came the Coffee Shops
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Predictive ROI Is Becoming Marketing’s Most Valuable Currency
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AI Is Amazing. Your Ads About It Still Have to Be True.
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The World Cup Proved Trust Is the KPI That Matters For Brand Experiences
