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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An Uptick in Consumer Adoption and Services Boosts AVOD Opportunity
Ultimately, as AVOD’s value and affordability inspire European households to switch to ad-supported content, brands are presented with a golden opportunity to reach addressable audiences at scale. -
Taking a Holistic Approach to Reaching Fragmented TV Audiences
Those who participate in a balanced collaborative ecosystem will be able to grow addressability across video and TV environments, create new and high-value first-party audiences, and overcome historic silos between linear, digital video, and CTV to measure and value holistically and at pace with modern viewing habits for the first time. -
Don’t Target by Demographics – Why Mindsets are a More Meaningful Way to Connect
5 recommendations as to how marketing and communication teams could adapt their approaches to connect and influence at a ‘mindset’ level, rather than pinning ads or strategies on a generation or an outdated demographic. -
The 4 S’s: Identifying Datasets Marketers Can Use for Brand Measurement
CMOs are analyzing an array of datasets to answer questions about their brand – and they want those answers today. -
From CRM to CEM: How and Why to Take the Leap
While it’s tempting to look at sales as the final story, customer engagement means playing the long game—investing in LTV, the lifetime purchasing value of a relationship. -
When the Cookie Crumbles – A Combined Solution for the Cookieless Future
The changes taking place in the digital marketing industry cannot be overstated – we are entering an entirely new era of advertising that will demand unique approaches from brands and marketers. -
Social Commerce Saved Our A$$
With around 3.9 billion global active users on social media, brands have to be on all platforms to make it big and reach half of the world’s population – what a gold mine to tap into! -
Why It Pays To Segment Your Audience: A Guide To Finding More And Better Prospects
Check out the latest eBook by Claritas, the industry’s leading provider of segmentation models for marketers. -
Insights on How Major Hotel Chains Advertised Before the Holidays
Overall, the data supports how younger people are more willing to travel during this time, and as such hotel chains are making sure they reach them in the places they visit the most. -
Why Postcode Data Could Be the Secret to Private Equity Success
We get blindsided by digital, but usually identifying specific groups of people to target is a really powerful way to start testing performance. The key to delivering this is the humble postcode. -
How Direct-To-Consumer Brands are Leading the Way for TV
DTC brands are leading the way, showing how to reach audiences with relevant ads, while using data-driven insights to prove performance. -
Why The U.S. Urgently Needs Media Compliance Auditing
Navigating the media world has become increasingly difficult for advertisers as there continues to be an ever-growing number of agency, or agency-related parties and external supplier influences involved in the delivery of campaigns.
