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 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. -
The Future of Digital Advertising: No-Code Creation, Smart Automation, and Deeper Analytics by 2026
Playable ads will enrich the user experience, spurred on by no-code tools that incorporate more marketing expertise into the creation process. Automated media buying and targeting will expedite decision-making and redefine media roles. -
The Next Wave of Privacy Risk Is Already Here: In-App and CTV
The question is not whether privacy controls will drift in a dynamic, AI-accelerated environment. They will. -
CTV’s Measurement Problem Isn’t Data — It’s Usability
The next wave of innovation in CTV won’t come from more data. It will come from making the data simple enough for everyone to use. -
Messaging that Moves: Using Data and Cognitive Science to Inspire Civic Action
This fusion of data, cognitive science, and personalization gives political campaigns the power to transform passive audiences into active participants. -
Taking Identity Back Home: Why CTV Needs IP-Based Identity
As marketers shift more budget into connected TV (CTV), identity continues to be the biggest success hurdle for the channel. -
Q&A with Andy Marrs, Global Client Partner, Vidmob
As pressure mounts for marketers to prove what truly moves the needle, a new frontier is emerging inside Marketing Mix Models: creative effectiveness. -
Rethinking Marketing Effectiveness: Multi-Modal Measurement Turns Marketers Into Detectives
The year 2025 has brought back onto the agenda the legacy systems of measurement and decreasing usefulness under the weight of accelerating signal loss. -
Marketing Leaders Don’t Believe They Can Attribute ROI to Their Tech Stack. They’re Wrong.
A well-designed martech stack leads to better personalization, drives more sales at velocity, and gives clear oversight into the specific actions that move the business.
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
