Tag: Modern Marketing + Measurement

Your analytics capture everything customers do and almost nothing about why. Here is how to bridge the two using data you already own.

The goal isn’t simply to improve an AI visibility score, but to understand what information is shaping the customer journey and what influence can reasonably be attributed to it.

Marketing measurement has already moved beyond the days of waiting until a campaign ends to understand what worked…The next shift is about what happens once those signals are available.

By Evan Rutchik, President & Chief Strategy Officer, Viamedia.ai The promise of digital advertising is that the wealth of signals would allow advertisers to deliver one-to-one messaging, tailored to the individual consumer who actually saw the ad creative. Even with technological advancements, this still remains the holy grail of advertising. The challenge that all brands face is that it’s hard to…

By Becky Johnson, Advertising Week Writer & Podcast Host Most of us have joined a restaurant loyalty program for a deal. We enter a phone number, collect points, and wait for an offer that makes the next order feel like a bargain. That can bring someone through the door, but it leaves restaurants with a difficult question: what happens when…

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.