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.
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Small Businesses Embrace the Role of ‘Creator’ to Get Seen in 2026
It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop. -
Identity’s Next Challenge: Why Accuracy Matters More Than Ever
The past several years have produced a wave of innovation focused on preserving addressability as signals became more fragmented and difficult to access. But preserving addressability was only the first challenge. -
Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
By Ryan Schaumburg, PadSquad Every few years, advertising finds a new word to rally around. For a while, in the early days, it was reach. Then it was attention. Now […] -
Marketing Is Learning Before the Market
Learning velocity – the ability to explore more strategic paths, understand consequences faster, and commit with greater confidence – becomes the competitive advantage. -
Shopping for Good Impressions Requires More Than SPO
SPO is an important step in creating a smart media strategy. But, just like there are ways to maximize your choices once you get in the grocery store, there are a lot of ways to get the right impressions beyond SPO. -
Why Some Brands Matter, and Some Brands Don’t
Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean? -
Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based. -
Measurement Crisis: Why More Data Still Isn’t Delivering More Confidence
Measurement is ultimately about decision-making. The organizations making the greatest progress aren’t the ones with the most data. They’re the ones with the clearest understanding of how marketing contributes to business performance. -
Back to the Future: Direct Mail Data Is the Outcomes Era’s Missing Link
By bringing in the data that drives performance in offline direct mail, digital marketers can start building models around real people and real purchase behavior. -
What Supply Path Optimization Was Right About, and the Category It Pointed Toward
A category built on grading the agency caps at the agency’s tolerance for being graded. A category built for the agency compounds at the speed of the agency’s own ambition. -
The New Agency Advantage: Turning Audience Intelligence into Differentiation
The new agency advantage is not simply having access to more data. It is knowing when and how to use data to elevate campaigns and outcomes. -
What the Trust Recession Means for Advertisers
Consumers already have more information than they know what to do with, so adding another marketing message rarely solves the problem.
