MODERN MARKETING + 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 Talent Diaspora Is Really a Decision Speed Story
The next decade in CPG will not be won by whoever has the biggest team or the biggest budget. -
Data Collaboration Is Only Useful If It Leads to a Better Decision
By Becky Johnson, Advertising Week Writer & Podcast Host Marketers have more data than ever, but much of it remains scattered across departments, platforms, publishers, retailers, and business partners. Bringing […] -
Foot Traffic Attribution Shouldn’t Be a Premium Feature
The industry should stop treating basic foot traffic tracking as a premium feature. Make it part of the campaign and use it to optimize. -
Five Counterintuitive Advertising Plays for a Winning NFL Season
As the NFL season unfolds, every optimization decision comes back to a simple test. -
Performance Versus Brand Arguments Miss the Bigger Attention Issue
Attention gives us a way to look beyond that false divide and ask something more useful. -
AI Investment Is Moving Faster Than Marketing Readiness
As marketers prepare their 2027 budgets, the strongest AI strategy may begin well before choosing another tool. -
A Custom Algorithm Is Only as Good as the Planning Around It
Custom algorithms can give advertisers a more direct way to translate their own signals and business priorities into media decisions. Their value depends on disciplined execution. -
Verify Before You Buy: How Embedded Verification Turns Campaign Policy Into Better Outcomes
Verification can carry on measuring what happened, while its intelligence helps shape what happens next. -
It’s Time to Stop Letting Ad Platforms Grade Their Own Homework
One fairly basic question remains surprisingly difficult to answer: Did the ad reach a real person capable of becoming a customer? -
The B2B Marketing Formula Empowering Brands in 2026
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. -
More Data Isn’t Always Better Data
Feeding an old view of the customer into a faster model can simply produce an outdated answer more efficiently. -
Causal Intelligence Adds a New Layer of Insight to Multichannel Advertising
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 […]
latest posts
-
Agencies Are Rebuilding Search Teams for the AI Era
-
When Culture Scales, Who Owns the Value?
-
Pearson’s CMO on Combining Technology and Human Interaction in Learning
-
Better Data Collaboration Without Giving Up Control with Juan Baron from Decentriq
-
From Prime Time to “Right Time”: 3 Shifts Redefining the Sports Marketing Playbook
