Tag: Modern Marketing + Measurement

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Feeding an old view of the customer into a faster model can simply produce an outdated answer more efficiently.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

The past several years have produced a wave of innovation focused on preserving addressability as signals became more fragmented and difficult to access. But preserving addressability was only the first challenge.

By Ryan Schaumburg, PadSquad Every few years, advertising finds a new word to rally around. For a while, in the early days, it was reach. Then it was attention. Now it’s outcomes. The focus on outcomes is a step in the right direction. Marketers should be asking harder questions about whether media investments are driving business impact. Measurement companies should…

Learning velocity – the ability to explore more strategic paths, understand consequences faster, and commit with greater confidence – becomes the competitive advantage.

Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean?

When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.

Measurement is ultimately about decision-making. The organizations making the greatest progress aren’t the ones with the most data. They’re the ones with the clearest understanding of how marketing contributes to business performance. 

By bringing in the data that drives performance in offline direct mail, digital marketers can start building models around real people and real purchase behavior.

A category built on grading the agency caps at the agency’s tolerance for being graded. A category built for the agency compounds at the speed of the agency’s own ambition.

The new agency advantage is not simply having access to more data. It is knowing when and how to use data to elevate campaigns and outcomes.

Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem.