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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Marketing Momentum: Why Consistency Beats Campaigns in 2026
In 2026, the businesses that win aren’t the ones launching the loudest campaigns. They’re the ones showing up consistently. -
Smarter Spend, Stronger Results: Rethinking Efficiency, AI, and What Actually Drives Growth
We get into how AI is speeding up decisions without replacing human judgment, why measurement still isn’t perfect, and how brands can balance short-term performance with long-term growth. -
The New Battleground Is Being Cited, Not Clicked: Brand Authority vs. Domain Authority
AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible. -
The OOH Factor: Why Billboards Are Still Effective in the Digital Age
The most effective marketers don’t see OOH as an awareness medium that needs to be backed up by social, display and digital video, but as a starting point that signals intent and creates a buzz for omnichannel campaigns. -
Not Your Granddad’s MMM: AI, Creativity, and What Comes Next
On this episode, I sit down with Jeff Matisoff, North America CEO & Managing Partner at The Brandtech Group, to talk about how AI is reshaping everything from MMM to creative and media. -
Everything Old is New Again
It seems nostalgia is everywhere these days – even in digital media and advertising. -
Why Last-Click Attribution Shrunk Marketing’s Ambition
Last-click attribution was meant to be a shortcut. But somewhere along the way, it became a strategy for the unimaginative. -
It’s Time to Renew the Vows: How to Mend the Fractured Client/Agency Relationship
We’ve engineered all the danger out of the work. And in doing so, we’ve engineered out everything that matters. -
In the Current Economic Uncertainty, Small Businesses Are Investing in Marketing
2026 is not a year for sitting on the sidelines. Despite economic challenges, the overwhelming strategy is investing strategically instead of pulling back. -
Attention Isn’t Enough: Turning CTV Moments into Measurable Impact
Today I sit down with Steve Filler, UK Country Manager at ShowHeroes, to unpack one of the most talked-about shifts in advertising right now—attention as a metric, and where it falls short. -
How Signal-Poor Brands Can Make Automation Work Anyway
Weak signals produce weak outcomes. Strong, intentional signals—even imperfect ones—give automation something real to learn from. -
Real-Time Data Enrichment Is The Missing Layer In Agentic Programmatic
Without modernizing the enrichment layer, agentic programmatic risks becoming a faster orchestration engine optimizing on yesterday’s data.
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
