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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Get On Board with GA4 Now: Marketers Must Act Swiftly to Uncover Data Insights for Informed Decisions
With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4. -
Purifying Your Data: How to Drive Value Across Marketing Campaigns
The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task. -
Publishers Need an Opt-Out Strategy in 2023
In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term. -
Data-Driven Tips for Connecting with 2 Key Back-to-School Shopper Personas
Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data. -
WTF Is a Digital Twin of a Customer?
Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe. -
How Advertisers Can Use Automation to Lift Shrinking Ad Budgets
Let’s cover how agencies can implement automation to boost efficiency, decide what to automate via external partners and what to automate in-house, and identify next steps to reap the benefits of automation. -
The Value in Differentiating Advertising Performance and Effectiveness
When it comes to clearly defining advertising performance and effectiveness, the substance means the difference between wasting spend or positively impacting the business’s bottom line. -
Unlocking New Revenue Through Data Collaboration
The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers. -
Reach Beyond Big Tech Walled Gardens: Unlocking Unique Traffic Sources
As the digital advertising landscape has evolved into its current form, it’s evolved into two distinct areas, both essential for marketers: the Big Tech walled gardens, and the open web. -
GA4: The Countdown Is On
It’s a bit late now to be considered an early adopter, but there’s still time to switch over to GA4 before Google forces everybody to. -
Embracing the New Era of People-Based Marketing
Can we claim to understand a person if we overlook the content they consume, the information they engage with, the contexts they navigate? -
How to Build a Data Advantage in the Fashion Industry
There are three steps you need to follow if you want to succeed with your data strategy: pick your objectives, build the data foundation, and then activate data.
latest posts
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AI Is Rewriting the Rules of Omnichannel Advertising
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Meet the New Consumer: Calculated, Skeptical, and Resilient
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Identity’s Next Challenge: Why Accuracy Matters More Than Ever
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If Your Brand Isn’t Showing up in YouTube Search, It’s Already Falling Behind
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Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
