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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Why Ad Recall Should Be a Distant Memory for Digital Advertisers
Brand lift is an important and under-valued campaign metric. It measures the change in attitudes towards a brand as a result of an advertising campaign. -
Why Transparency Beats Privacy Theater in Programmatic
While the industry debates Transaction IDs, another transparency signal demonstrates how we can serve both buyer and seller interests: Mediation Auction IDs. -
B2B Marketing’s Dirty Secret: Nobody Cares About Your Impressions
The future of B2B marketing isn’t about brand versus performance. It’s about accountability to revenue outcomes. -
CTV Advertisers Should Demand More from the Supply Chain
The future of programmatic video is not just more automation or more inventory. It’s smarter, more intentional media buying. -
Managing Uncertainty: How UK Marketers Can Thrive as Economic Storm Clouds Gather
For UK marketers, success in uncertain times comes down to clarity: know your audience, measure what matters, and align every action to revenue. -
From Neuralink to Merge: What Brain-Computer Interfaces Could Mean for Marketing
Whether neural data powers more relevant, empathetic campaigns or sparks a new wave of mistrust will depend on the standards we set. -
A Million Little Big Ideas: The Death of Monolithic Marketing
The future belongs to brands that can maintain creative coherence while delivering contextual relevance. -
Beyond the Clichés: What Gen Z Really Wants From Brands
Gen Z isn’t one thing and that’s exactly the point. They can be pragmatic and idealistic, ambitious and burnt out, skeptical and deeply loyal when you earn it. -
The Last Mile: How Out-Of-Home Builds Brands + Drives Growth
OOH is an unmissable, unblockable medium that connects with consumers where decisions happen, on the sidewalk, curb, and corner. -
TikTok: Turning Q4 Into Impact – Your Verified Playbook
Proven Q4 Playbook You Can Activate Now Walk away with a simple, actionable checklist of strategies to drive immediate holiday results—no theory, just practical steps you can implement the next day. -
The Programmatic Unlock: Capturing the Next Wave of Commerce Media Demand
Programmatic access is redefining commerce media. -
Building Real-Time Brands with Data-Driven Precision
In today’s real-time world, driving long-term brand perception shifts requires designing creative campaigns for media optimization – where every new act of creation becomes an act of data insight creation.
