MODERN MARKETING + MEASUREMENT
Explores the evolving landscape of analytics, attribution, and marketing performance with expert insights, industry trends, and actionable strategies. Stay ahead with in-depth analysis on emerging technologies, privacy shifts, and the future of measurement.
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
-
The Performance Measurement Gap: Why Marketers Need to Connect Media Spend to Revenue
Performance marketing has a measurement problem, and it’s costing brands money as US advertisers are paying more for media while getting less visibility into what their investment delivers. Privacy changes have weakened traditional tracking, customer journeys now span more channels, and AI answer engines are changing how people discover brands before they ever reach a website. -
What Happens When Out-of-Home Gets Easier to Measure?
Out-of-home advertising has a familiar advantage: people encounter it while doing something they already planned to do. They are walking to work, waiting for a train, heading to a game, or moving through their city. On Modern Marketing and Measurement, we spoke with Chris Grosso, CEO of Intersection, about the harder question for marketers: how to buy those placements efficiently and compare their results with the rest of a media plan. -
There Is No Cheat Code in Marketing
Marketers have often been guilty of reaching for a shortcut. Every era seems to produce a new way of trying to work around the system, from hidden text and keyword stuffing to buying followers, clickbait headlines and gaming social algorithms. The tactics change, but the goal is usually the same: find the loophole, beat the platform, get the result faster. -
When Ad Blocking Becomes a Measurement Problem
Ad blockers are designed to stop unwanted advertising from reaching the browser. That is their obvious function. Their less visible effect can be far more significant for marketers. -
How and Why ‘Less Is More’ With Martech Data on the Open Web
As someone who has spent years working in advertising technology since the launch of the iPhone, I’ve seen the industry’s appetite for data grow. -
What Did That Media Spend Actually Buy?
A campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them. -
An Outfit, a Netflix Connection, and Six Weeks Later
Buying an outfit from a television show should not require knowing a senior executive at Netflix. -
Proven Strategies for B2B Answer Engine Optimization
The B2B buyer journey is changing. Research finds that 60% of B2B buyers incorporate AI tools in their search. -
Count Me In – The Case for Total TV
We know that television still fills the room. Ask almost any advertiser and they will tell you the audience is larger than ever, gathered around bigger, brighter TVs. -
Research Designed for the Decisions Advertisers Make
Advertisers have more choices than ever when deciding where to invest their media budgets. -
Audience-First, Border-Free: pDOOH’s Next Chapter in the US
The programmatic digital out of home (pDOOH) market in the United States has moved past the adoption stage. -
Your Marketing Looks Like Your Org Chart. Dan Baptiste Has Some Notes.
Choosing a position can make executives nervous. If a brand becomes more specific about what it believes and whom it serves, what happens to everyone else?
