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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Full Court Press: Why Marketers Should Look to Programmatic DOOH for March Madness Success
March Madness and other tentpole sporting events are rightly seen as key opportunities for every marketer out there. -
Here’s Why I Doubled Down on Market Research
Media measurement as a field is experiencing massive disruption right now. From its outset, it never gave a holistic audience understanding. -
Third-Party Cookies Will Die. Then What?
Get comfortable with “walled garden world” scenarios and prioritize investments in media, technology and data capabilities accordingly. -
Maximizing Creativity, With the Power of Data and Purpose
Maximizing creativity, with the power of data and purpose, is where brands can differentiate themselves from their competitors -
How App Marketers Can Keep the Economic Engine Running Through the Recession
App marketers should be smarter with spending and reinforce the foundations of their strategies with an understanding of their user personas. -
To Use Your Marketing Data Efficiently, Make Sure It’s Accurate
How clean is your data? It’s an important question, but one that doesn’t often get addressed — at least not at the frequency necessary. -
How Identity Resolution Can Transform Marketing
Most brands aren’t of this other part of identity resolution, which relies on matching logic and an identity graph to connect data. -
Does Your Agency Partner Have the Right Stuff in Analytics?
All these considerations—capability, technology, and culture, really need to be assessed by marketers before any partnership proceeds. -
Added to Your Marketing Mix Cart: Retail Media
Online retail, with its vast first-party data, provides an ideal environment for brands looking to target customers in a relevant context. -
AWS’ Clean Rooms Announcement Will Force Large Cloud Providers to Acquire their Way to Competition
AWS is in a prime position to dominate the clean rooms market through sheer force of their existing cloud services market share. -
Advertisers and Marketers Must Stay up to Date When It Comes to App Usage and Engagement
Look beyond superficial data and dig into app usage, which can help paint a clear picture of where people are spending their time -
The Advertising Industry Will Soon Find Itself Back at Where It Started
As our industry fights through to the other side of the cookie era, one thing is clear: Replacing the cookie will not be easy.
