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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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. -
If Consumers Lie, So Does Your Data. To Find the Truth, You Need a Portfolio of Insights
veryone has tools and scale, today’s advantage comes from combining multiple validated data sources, understanding where that data originates, and using it to tell a more authentic story to your audience than your competitors can. -
The Measurement Gap Is Becoming a Budget Problem
In an era where every dollar is scrutinized, confidence in measurement may be one of the most valuable signals of all. -
How Performance Pressure Is Quietly Rewriting Brand Strategy
Attention is now giving way to transaction-level signals. Each step has brought marketers closer to the bottom line, and each step has also narrowed the definition of success. -
AI Isn’t Replacing Marketers. It’s Reshaping How Authority Is Earned
The brands that adapt will invest in credible partnerships, understand how AI systems surface information, and design strategies that connect influence to outcomes – not just impressions.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of eNewton
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A Custom Algorithm Is Only as Good as the Planning Around It
