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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More Businesses are Moving the Universal Customer Profile Beyond Marketing
Many companies with highly secure data processes are going to be resistant to major sudden changes. -
CMOs: How Integrating Your Data Team Can Produce Better Results
How your data teams can serve as a catalyst to regaining momentum against the industry’s most vexing challenges of 2023. -
How Financial Services Firms Can Capitalize on Their Data Riches
How data can be used to refine targeted campaigns, acquire new customers, and launch new services. -
The Future of The Customer Experience: Here’s How Data Analytics Can Be A Game Changer
In this article, we’ll explore the role of data analytics in the future of customer experience and the best practices. -
Forget the Funnel! In a People-Driven World, Relevant Ads Expedite the Customer Journey
In funnel speak, marketing should start near the narrow end, with contextually relevant information served to consumers when they’re ready. -
Why It’s Not Time to Give Up on Multi-Touch Attribution
Thousands of companies rely on these technologies and disciplines because each of them brings something valuable to the table. -
Is It Time for Marketers to Take a Fresh Look at SPO?
SPO solutions are becoming an increasingly vital tool for brands looking to reach audiences in a more efficient and thoughtful way. -
Four Tips To Thrive In The New Post-Cookie Era
With the disappearance of cookie-based advertising on the imminent horizon, brands should embrace personified advertising. -
Adapt to Your Customers’ Evolving Needs With a Clear Measurement Strategy
During times of uncertainty, there’s a critical balance to maintaining the stability of our brand voice while also adapting in a rapidly changing environment. -
App Marketing in a Privacy-Focused Era
Currently, to receive privacy-compliant campaign insights, most marketers are relying on Google and Apple to build a picture of attribution. -
The Really Big Picture of Identity: What Marketers Need When the Dust Settles
The winners from yesterday may not be winners tomorrow; success may depend on their ability to look at opportunities with fresh eyes. -
How to Protect Mobile Advertising Budgets with High-Quality Location Data
Markters doing due diligence upfront is essential to preventing wasted spend and having headaches down the road.
