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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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. -
The Real Battle for Marketing ROI Will Be Won in Incrementality, Not Attribution
Attribution can tell a story. Incrementality tells the truth. And in a world defined by shrinking signals and rising expectations, the truth is what will win the battle for ROI. -
Why Q1 Is the Perfect Time to Experiment (and Fail)
The brands that learn fastest from their failures will be the ones leading the pack by year-end. Start building that capability now, while you have the space to get it right. -
It’s No Longer About a Cookieless Future — It’s an ID-Less Present
This time, the new year is less about what will happen with cookies and more about what happens right now -
The 2026 Ad Tax Rebellion: First-Party Fees Get Thrown Overboard
Brands are voting with their feet. CPM fees on first-party data are on their way out. And once they’re gone, they’ll be gone forever. -
Why the “Media Lift Effect” Is Changing the Rules of Social Performance
The media lift effect offers a way forward by connecting performance, creative excellence, and media precision into one finely tuned engine. -
The Hidden Costs of Buying Cheap Data
What do we really pay when we buy cheap data? Often, far more than the price tag suggests. -
Love the Problem, Not the Platform: How to Make Smarter Tech Investments
When you start with the business challenge—not the technology—you make better investments, unlock faster value, and build solutions that actually scale. -
What Marketers Get Wrong About Patient Acquisition
Most healthcare marketers are chasing visibility, and it’s costing them patients.
