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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Why Video-Level Data Is an Immediate Panacea for Privacy and Brand Safety Concerns
No single medium is more important for today’s brands and advertisers than streaming video. -
Why in-Housing Media Data Should Be High on the Agenda for Global Brands
As the debate continues over the creation of in-house media agencies, the decision to in-house media data should be a no-brainer for global brands. -
The Great Disconnect: Why Brands Should Rethink Their Advertising for a Post-Identity Age
The next phase of innovation for contextual targeting will see creatives and attention-based measurement create the “The Mindset Matrix”. -
How Linear TV Attribution Could Finally Flourish
When a TV buyer can capture ad exposure over multiple weeks or months, marketers will get a more detailed and reliable understanding of frequency, timeliness and what actually drove an outcome. -
Tech-Enabled PRIZM® Premier Retail Consumer Segments
To reach the best online retail shopper, it’s vital to know who they are, what they prioritize, what they buy, and how they buy. -
Multichannel Measurement & Attribution Solutions
Despite the challenges that keep marketers up at night, Claritas can help solve them. -
Advertising’s Biggest Issue: Getting More out of Prospects and Customers
By the time they reach your doorstep, a buyer’s journey is mostly over. At this point it helps to understand that journey at a company level, especially within your own website. -
What is the 90/10 Measurement Trap, and How Can Advertisers Avoid It?
If TV providers want to maintain the value of their content, they must fight for the right measurement that does an adequate job of tracking how many people see the ads on their content and how those ads impact their audiences. -
CTV: What’s All the Fuss About?
While historically, CTV has been viewed as supplementary to linear TV buying, we’re moving into a world where it’s central to a TV buying strategy. -
How Will the Metaverse Fortify Customer Journey Analytics?
Metaverse marketing techniques can impersonate modern footprints to compose smart technology. However, more consumers need to experience the metaverse and provide valuable feedback. -
Forget TCF, Let’s Get Radical and Give Consumers Real Control Instead
Too many adtech companies are trying to maintain the status quo (and the arms race that goes with it) that we’ve all lived with for 15+ years. -
3 Stages of Transitioning for a Cookieless Future
There are still some unknowns on the horizon when it comes to how a fully cookieless digital landscape will operate in practice, but that doesn’t mean brands and agencies are directionless.
