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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First-Party Data Can Solve Ad Targeting’s Bias Problem. Here’s Why It Hasn’t.
Saying goodbye to bias in ad targeting isn’t just the right thing to do, it’s also a pretty lucrative business driver for any scaling brand. -
How Independent Apps Can Affordably Scale and Overcome Data Chaos in the Era of Privacy
As the industry learns to adapt to the evolving privacy landscape, app developers need to find new ways to bridge the gap between fragmented and incomplete data. -
The Open Web Won’t Suffer Without Cookie-Style Targeting
A shift to direct sales, proprietary audiences, and contextual targeting will indeed be very challenging for one segment of the open web: low-quality long-tail sites. -
Why Personalization Cuts Straight to Opens and Replies
Using personalization data allows sales professionals to break through all the noise and make a real connection with people on the first try. -
How to Successfully Navigate the Changing Customer Data Landscape
Businesses that free themselves from the reliance on outdated tracking methods and digital modeling will be able to build more valuable customer relationships and weather an unpredictable economy. -
How Reimagining the Art and Science of Marketing Can Fill Your Full Funnel
Finding partners who have their own inventory — be it a specific distribution network, platform, or person — will be key to advertising in the new age of mobile marketing. -
Attribution 3.0 – A Claritas Fireside Chat
We are excited to announce the release of Claritas Attribution 3.0, which brings significant improvements to the accuracy and breadth of reporting available from our suite of Optimization solutions. -
Identity Graph 2.0 – A Claritas Fireside Chat
The Claritas Identity Graph powers a full suite of solutions to help marketers maximize their efforts across the entire marketing spectrum. -
How Marketers Can Topple the Tech Giants’ Monopoly on Personal Data for Good
Personal data is a hot commodity; it’s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants’ data monopoly. -
Post-Privacy Marketing: Doing More With Less Data
When it comes to upskilling there’s no time like the present. -
Auto Advertisers: Weathering the Stormy Road Calls for Holistic Data-Driven TV Media Campaigns
Thanks to the greatly improved state of data analytics and measurement, if you embrace this holistic approach, you will benefit from an almost constant learning state. -
The Power of Tracking Real-Time Sentiment Shifts Among Voters in Times of Uncertainty
If a campaign’s tactics and messaging aren’t adapting to voter reactions to real-time shifts in the macro environment around them, they very well might end up as the next case study in “how did we not see this coming?”
