Today on Modern Marketing and Measurement, I’m joined by Karen Kaufman, Global Chief Strategy and Growth Officer at Gain Theory. We talk about why measurement has to go beyond media and into every business driver—from pricing and promotions to economic forces—and how next-gen models, clearer objectives, and more agile planning help teams move from hindsight to true foresight. It’s a practical look at turning insights into decisions the whole C-suite can act on.
The risk is treating an opportunity like this as a straightforward merchandising exercise; just put the tapestry on a mug and wait for the queue to convert.
The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.
To say that publishers need to run more efficient businesses to survive the next phase of the internet is an understatement. If we do not adapt, the industry risks extinction.