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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Data Clean Rooms Are Not a Magic Bullet for Retail Media — Or Anyone Else for That Matter
If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more. -
Social Performance Marketing, as We Once Knew it, is Dead [An Open Letter]
Advertisers chasing their tails trying to achieve something that isn’t even possible, even if they know that’s true. -
How to Reach Your Customers in the Right Frame of Mind Through Sentiment Analysis
Sentiment based analysis and targeting brings back to advertising the understanding that human behaviour is often complex and contrary, meaning that delivering the right messages to them requires a subtle mix of art and science. -
Marketers are Still Operating in the Dark – A Q&A with Harriet Durnford-Smith, CMO, Adverity
Data phobic CMOs are afraid to test new creatives and unable to prove the value of campaigns to their board. -
Why Achieving Experiential Personalization Relies on Transparent Data Practices
The end of third-party cookies is already underway and Apple’s App Tracking Transparency (ATT) feature is an early example of a more privacy-focused approach. -
The Hidden Voter Dimensions That Will Decide the 2022 Elections
The incredible set of unique circumstances informing sentiment and motivation at the individual voter level in 2022 is beyond human computing or imagination. -
How to Adapt in a Fast-Changing Multichannel Marketing World
A Q&A With Claritas Senior Vice President Quinn Jalli -
Video Solutions for Marketers
To connect with consumers in a meaningful way, marketers must ensure their branded message is presented in fully on-screen formats to attract attention and solicit engagement. -
How Can Your Digital Advertising Succeed Without Cookies?
One thing is certain: personalized advertising already provides limited knowledge of users’ interests and will soon disappear. Contextual and semantic targeting alone won’t be enough to thoroughly understand online users. -
First-Party Data Owners Mustn’t Give Up Their Competitive Advantage for Short-Term Gains
We’re at a pivotal crossroads in the data-driven marketing world, and first-party data owners have a unique advantage when turning the corner. -
Final Year of the Cookie – Don’t Wait for Google
Cookies have become an easily abused technology, but how did we come to rely on them in the first place, and what does their demise mean for the future? -
Five Questions that Will Help You Choose the Right Marketing Measurement Partner
There’s only one true way to maximize the return on investment (ROI) of your campaigns. It involves precisely measuring campaign results.
