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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Microsoft, Xandr, Bayer Healthcare and LiveRamp: Preparing for the Cookieless Future Before It’s Too Late
The takeaways are clear: the sooner solutions like LiveRamp’s Authenticated Traffic Solution are implemented, the more time there will be to test and iterate, providing consumers with the value experience they expect. -
TikTok – it’s Christmas O’Clock!
Campaigns in the omnichannel environment might be better thought of, not as branches on a tree, but as snowflakes: a vast range of unique moments with shared characteristics. -
Four Ways That Marketers Could Help 50+ Travelers Hit the Road Again – Safely
The 50+ audience is in the best position to travel, and they’re making plans now for some long-awaited “trips of a lifetime” in 2022. Help them safely get back to doing what they love, and you’ll soon be destined for new levels of growth. -
Data Collaboration is a Competitive Necessity
While some organizations have deep data on their individual customers, few have the breadth to compete effectively without collaboration. Leveraging your best data along with another company’s best data has become a competitive necessity, giving you a breadth and depth of insight you may lack. -
Insights on How Major Retailers Prepared for Black Friday
In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings. -
Why Marketers Should Adapt Their Advertising Strategies to Align with New Festive Shopping Patterns
This shopping season, marketers face a dynamic economic and social environment. Only by having an advertising strategy that is agile, responsive, and omnichannel can they be confident in their campaigns. -
How to Adapt your Marketing for Supply Chain Holiday Chaos
The current global supply chain is complicated and only getting messier as the holidays are near. Hopefully, some help will be on the way soon. -
The Art and Science of Driving Growth in the Streaming Wars: Lessons from Croud and BritBox
Data is the most powerful weapon available to brands in the streaming wars. Combining strong measurement with curiosity and creativity will allow these brands to compete in this hyper competitive environment. -
Privacy: The Digital Transformation That Should Have Happened Yesterday
Brands are mired in rules, but short of the tools required to automate and enforce privacy at scale. -
Digital Audience Models Don’t All Look-Alike
Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy. -
The Value of a Regional Approach to Streaming TV Media Buys
Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign. -
Advertisers, Publishers, and Consumers Have a Role to Play in Data Ethics
As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem.
