Tag: Modern Marketing + Measurement

When you stop treating all of your firm’s work hours as products and invest some of those hours in strategy, your firm builds longer-term value.

Against the more than $750 billion spent on advertising last year, that share was roughly $165 billion that never reached a real customer.

The next decade in CPG will not be won by whoever has the biggest team or the biggest budget.

By Becky Johnson, Advertising Week Writer & Podcast Host Marketers have more data than ever, but much of it remains scattered across departments, platforms, publishers, retailers, and business partners. Bringing that information together could help companies understand customers, evaluate performance, and make better decisions. It could also create an enormous privacy, security, and compliance problem if the process requires every…

The industry should stop treating basic foot traffic tracking as a premium feature. Make it part of the campaign and use it to optimize.

As the NFL season unfolds, every optimization decision comes back to a simple test.

Attention gives us a way to look beyond that false divide and ask something more useful.

As marketers prepare their 2027 budgets, the strongest AI strategy may begin well before choosing another tool.

Custom algorithms can give advertisers a more direct way to translate their own signals and business priorities into media decisions. Their value depends on disciplined execution.

Verification can carry on measuring what happened, while its intelligence helps shape what happens next.

One fairly basic question remains surprisingly difficult to answer: Did the ad reach a real person capable of becoming a customer?

In a world where every company can say the same thing, the ones that thrive will be those that build a reputation that’s impossible to copy.

Feeding an old view of the customer into a faster model can simply produce an outdated answer more efficiently.

By Matt Emans, CTO and Co-Founder at Newton Research AI is making it easier for advertisers and agencies to tap into measurement techniques that were previously expensive, complex and time consuming, limiting their utility in timely optimization and scenario planning. In the past year, more advertisers have employed AI to help with measurement approaches including multi-touch attribution (MTA), media mix…

Marketing greatness is not defined by who collects the most data, but by who can connect it into the clearest, most actionable understanding of the customer—and use that understanding to make better business decisions that scale in effectiveness over time.

Automating resizing, adaptation, tagging, and quality assurance is a practical first step. Removing that work should create room for closer collaboration among creative, media, analytics, and measurement teams.

AI isn’t something you turn on and walk away from. The competitive advantage isn’t the automation itself. It’s in the boundaries you set for it.

People don’t always know exactly what they think the moment they’re asked. An initial response can be valuable, but some of the most useful context emerges later, when there is an opportunity to reflect, clarify or expand on an idea.

Reach is the wrong metric for a generation that does not respond to volume. The question worth asking after any campaign is whether the right people trusted those who said it.

It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop.