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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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. -
Why 2026 Is the Year Performance Marketing Finally Stops Guessing
If your measurement only exists inside the platforms, your strategy isn’t owned, it’s rented. -
DSP Turmoil Is Forcing Indie Agencies to Rethink Org Structures
Agencies that emerge stronger will be the ones that treat flexibility (organizationally and technologically) as a core business strategy, not a contingency plan. -
Why the Open Web Needs to Start Selling Attention Outcomes
The future of the open web depends on the ability to prove that an audience is paying attention, not scrolling through content mechanically. -
Why Growth Suffers When Audiences Are Managed Separately
Systems scale assumptions quickly, whether they are sound or flawed. Reexamining how audiences are defined and managed is not a technical exercise. It is a strategic one. -
The Media Strategist’s Dilemma: Inaccurate Data Usage Early In Media Planning
Effective media buying doesn’t start with activation. It starts with the right planning elements combined with up to the minute knowledge of pricing and opportunities in the media marketplace. -
How AI Search Is Upending E-commerce Discovery
AI search isn’t killing marketing fundamentals. It’s exposing how fragile our assumptions about measurement have become. -
Turning Data Into Deals: Smarter Marketing for Sales-Driven Industries
The future belongs to businesses that combine data intelligence with brand-led creativity. When used well, data amplifies both trust and targeting, without bogging teams down in shallow click metrics. -
Small Business Marketing Predictions for 2026
2026 won’t reward businesses that simply do more—it will reward those that focus on what matters most.
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
