Tag: Modern Marketing + Measurement

Reach alone no longer drives results. Marketers today must prove impact by combining first-party data with authentic customer connection to build lasting loyalty.

How do you reach 1 in 2 American adults while maintaining an authentic connection?

Shoppers don’t move in straight lines anymore.

Execution, Experimentation, and Evaluation—these 3 E’s are turning traditional advertising measurement on their head.

78% of CMOs state proving ROI has become more important in the last two years. But as sales cycles grow more complex, traditional attribution models built for B2C often miss the mark. Faced with mounting pressure to show the impact of every campaign, marketers need clarity on where and how to invest to drive tangible revenue impact.

With marketing budgets under increasing scrutiny, optimizing every dollar spent is critical.

Facing challenges like economic uncertainty, fragmented shopping patterns, and an increasingly saturated media landscape, it’s critical for marketers to truly understand the impact of every advertising dollar spent.

The industry has long sold the story that some things just can’t be measured – streaming exposures tied to offline purchases, attribution across walled gardens, or brand-building working hand-in-hand with performance.

Why choose between speed and accuracy when you can have both?

Research shows that neurodiverse teams foster greater innovation, generate higher revenue, and build deeper cultural relevance.

Google’s been found guilty of violating antitrust law in AdTech.

As marketers navigate persistent economic uncertainty, stop dwelling on the unknown and focus on the media and measurement strategies proven to drive business growth.

In today’s media landscape, audiences are everywhere — streaming, mobile, social, and linear.

Big promotions come with big potential… and big questions.

Search today is more important—and more dynamic—than ever before.

Marketers and brand leaders know the industry has become addicted to short-term performance metrics like Last Click and ROAS — but those numbers rarely capture the full story. In this session, Mike Menkes, Group SVP at Analytic Partners, will share ROI Genome® insights that reveal why the most successful brands are rebalancing toward strategies that connect brand in order to…

 Full-funnel marketing has been a staple of advertising strategies for years, but industry trends are sparking a new way of thinking about the old model.

Advertising is leaking money, about $27 billion a year thanks to fraud, duplication, and a messy, fragmented digital ecosystem.

The era of marketing guesswork is over.

Join Bayer, Spotify, and The Trade Desk as they explore how brands can integrate programmatic audio into the omnichannel mix —reaching new audiences, unifying messaging, and proving performance.