Tag: Modern Marketing + Measurement

Attribution on its own offers convenience. Incrementality on its own offers clarity. But in tandem, they create a feedback loop that’s both fast and grounded in reality.

The market is moving toward systems that are more integrated, more intelligent, and more dependent on clean, connected data.

Affiliate marketing has always been about partnership. That spirit needs to extend into how we define success, share data, and build for the future.

In-store audio delivers timely, persuasive messages when intent is already high, shortening the path to conversion and turning passive browsing into immediate action.

With improved carbon emissions accounting, updated metrics like ROSÉ we can immediately slow down – and hopefully reverse – our industry’s harmful environmental effects.

By Horst Feldhaeuser, Infotools In a world awash in data, it’s easy to assume that marketers have everything they need to make smart decisions. From clickstreams and customer journeys to CRM records and transaction logs, data flows in faster than ever. In fact, the volume of data created globally is now estimated at 402 million terabytes per day, and that…

In practice, asking whether outcomes or media quality is more important is like asking an athlete to choose between winning the race and prior training. You can’t really have one without the other.

A sophisticated, multi-faceted approach is not just a future possibility but a present necessity for marketers seeking true impact and sustainable growth in a complex, non-clickable world.

The future of brand growth depends on how well we illuminate, support, and activate the mid-funnel. That’s where minds are changed. That’s where momentum is built.

Are you attracting customers or just collecting contacts? By Danny Shepherd, CEO of Intero Digital Let’s call out the elephant in the martech stack: We’ve become hoarders. Not of knick-knacks or Beanie Babies (though, respect), but of leads. Namely, the wrong ones. Dun & Bradstreet says that lead contact data’s accuracy erodes by 2.5% each month, which pencils out to…

The message is clear: programmatic audio is no longer a niche channel.

It’s clear that the consumer information paradigm will continue to shift. The question is: Is your audience data strategy ready to keep up?

Privacy isn’t something happening to advertising; it’s happening to consumers, impacting them in ways they may not even realise, sometimes as simply as the browser they’re using.

Creators are not just amplifiers of culture, they are efficient, scalable, and sales-driving partners. And the data proves it. But only if we treat them like the media force they’ve become and measure them accordingly.

IF we care about accuracy, transparency and effectiveness, we must adopt a model that gives credit where credit is due. One that reflects the real contributions of each channel, including those without IDs.

Smart automation choices amplify human capabilities, turning good content strategies into great ones through consistent execution and data-driven refinement.