MODERN MARKETING + MEASUREMENT
Explores the evolving landscape of analytics, attribution, and marketing performance with expert insights, industry trends, and actionable strategies. Stay ahead with in-depth analysis on emerging technologies, privacy shifts, and the future of 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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Dear Advertisers: Simplicity and Performance Are Not Mutually Exclusive
Just because the ecosystem continues to become more complex, advertisers should not abandon hope for a simplified path to performance. -
Turning TV Into a Performance Channel with Investment Grade Data
Today I’m joined by Laura Grover, SVP and Head of Client Solutions at EDO. We talk about how TV measurement is evolving beyond reach and frequency to real consumer action—like search and site visits—and what that means for marketers navigating today’s mix of linear, streaming, and live sports. -
Doom Scrolling: Tiktok’s False Start Is a Symptom of Social Commerce Chaos
The value proposition of social commerce is clear. Audiences are fracturing, and it’s getting harder to reach Gen Z with conventional advertising. -
The Art of the Moment: Why Brands Are Still Treating $100k Screens Like Paper Billboards
A smart, timely billboard speaks volumes. It can react, adapt, and connect in a way no 15-second skipable video ever will. -
Incrementality: The Metric That Doesn’t Exist
Marketers are stuck in Plato’s cave. Attribution, experiments, and MMM each cast different shadows. None reveals true incrementality. The truth remains unknowable. -
The $70 Billion Question: Why So Much Ad Spend Delivers No ROI
In this episode, I’m joined by Rick Miller, Partner of Marketing Effectiveness at Big Chalk Analytics. We talk about a tough reality in modern media: billions in ad spend produce little to no measurable return. -
Why the 50+ Shopper Is Money — and How Smart Brands Are Cashing In
By Mark Bradbury, VP, Research & Insights AARP Media Advertising Network (AMAN) Marketers have made progress in recognizing the 50+ shopper as a key consumer segment, but too many still […] -
SaaS Is Not Dead. Lazy SaaS Is
That is where the next era of enterprise software is going. Not the end of SaaS. The end of SaaS that never earned the right to exist in the new world. -
The Next Era of Marketing
The next era of marketing won’t be defined by automation alone, but by the intelligence that comes from understanding what to automate, what to measure, and what to humanize. -
Love, Actually (Is a Full-Funnel Strategy)
February campaigns should be a ramp up that starts off slow before building to Valentine’s Day. -
Reclining and Redefining: How Couch Time Became Conversion Time
Antonia Faulkner, Head of Corporate Communications and Ads Marketing, Analytics and Insights EMEA, Samsung Ads explores how the home screen is evolving from a passive starting point into one of the most compelling marketing environments. -
CTR is a Strategy That Isn’t Clicking Anymore
Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.
