Tag: Modern Marketing + Measurement

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.

The brands that will win AI visibility aren’t necessarily the loudest or the most prolific content publishers.

Companies spend the vast majority of their marketing resources pursuing consumers who are already shopping while largely ignoring the audience that will determine their growth six months, twelve months, or three years from now.

The organizations creating the most value today are not the ones producing the most reports.

By Bradley Keefer, Chief Revenue Officer, Keen Decision Systems The frustration with marketing mix modeling is real, and it is growing. Media sellers are exhausted by it, practitioners find it slow and easy to manipulate, and it is holding television back from operating at the pace of digital. These are fair observations but the industry just keeps arriving at the…

This explosion of channels, formats, devices, and platforms has been enabled by technology, but this same technology has made it harder to build lasting bonds behind the scenes.