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.
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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? -
How Much Do You Not Know About Your Customers? 3 Ways to Close the Gap
Your analytics capture everything customers do and almost nothing about why. Here is how to bridge the two using data you already own. -
The ‘Answer Era’ Blind Spot: Why AI Visibility Is Not the Same as Influence
The goal isn’t simply to improve an AI visibility score, but to understand what information is shaping the customer journey and what influence can reasonably be attributed to it. -
Measurement Joins the Chat
Marketing measurement has already moved beyond the days of waiting until a campaign ends to understand what worked…The next shift is about what happens once those signals are available.
latest posts
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Big Spirits Brands Make Smaller Ones Invisible to Customers. And Creativity Alone Won’t Help
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Revolutionizing Media: Mark Bonham on the Streaming and Ad Tech Frontier
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When Ad Blocking Becomes a Measurement Problem
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The Connection Economy: Why Memory Matters More Than Attention
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Pharma Marketers Need to Optimize for the Question
