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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5 Steps To Creating Your Small Business Data Security Plan
Meet regulatory standards, avoid costly penalties, keep your sensitive data well-protected, and know what to do if you suffer a cyberattack. -
How Brands Can Take Hyper-Personalization to the Next Level
In today’s digital-first ecosystem, data is an abundant resource, requiring companies to isolate the data that matters most, converting information into actionable insights. -
Channel Marketers: Here’s How to Maintain Data Integrity + Focus on Accuracy
With privacy-first data practices becoming standard in the industry, marketers are looking for other resources when it comes to gathering potent insights. -
Four Fundamental Shifts in Advertising and Media
In the wake of the pandemic, brands must navigate complex and sensitive issues, from intensifying political polarization to calls for social justice and a looming economic recession. Meanwhile, whether it’s the deprecation of the cookie or the launch of new platforms, technological change is accelerating. -
The Power of Personalization without Prying
Using a few simple generic attributes like time, location, and genre, it’s possible to deliver dynamic and personalized content that aligns with a listener’s interests and immediate circumstances. -
Build Value While Honoring Values. Rethinking Data Strategy in the Age of Data Privacy & Protection
It’s easy to see how brands that embrace the new rules of the road will position themselves for success. -
Restoring Consumer Trust Through Closer Advertiser and Publisher Collaboration
First-party publisher data in marketing campaigns will play a major role in building a more responsible web. So advertisers and publishers must combine forces to restore consumer trust within the digital marketing industry. -
Creepy by Any Other Name Is Still Creepy
Because creepy is still creepy by any other name, the cookie is not coming back. But adtech companies, advertisers, and publishers do not need to cry over spilled milk. -
Taking Today’s Technology Brands Through the Awkward Teenage Years and on the Path to Becoming Iconic
When seeking a partner to help navigate the post-cookie world, partners who have relied on cookies in the past are likely to deliver tactics that have been seen before. In contrast, partners who have never relied on cookies will likely provide much more dynamic solutions. -
How Digital Advertisers Can Adapt to Privacy Changes With First-Party Data
These capabilities will enable digital advertisers to continue providing a truly personalised experience for their users. -
How Data Can Inform Better Creative
When fighting for attention has become harder than ever, data is our best ally to supercharge creative thinking. -
Sports Streaming Wars: Why We Need to Talk About Data Transparency
This bigger-picture approach means feeding smart TV data into the wider sphere of rights holders and marketers, to shape a common value currency.
