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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No Longer a Future State: The Union of Brand and Performance Has Arrived
Like most runners, long runs are where I do most of my thinking. It’s a rare gift of white space in our always-on world. It’s time to stop thinking about brand and performance separately. -
How to Calculate the Real Benefits of ROI
There’s a healthy number of ROI opportunities within the payment automation sphere, and it’s relatively easy to estimate for any given organization by doing a payment analysis. -
Dive Deeper Into Digital And Offline Experiences With Decisioning
Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly. -
Marketing’s New Frontier: Finding The First-Party Data Advantage
With the future of identifiers cloudier than ever before, the new competitive edge for marketers lies in uncovering unique data sets. -
How To Make The Most Of Digital Trends In The Last Half Of 2021
The first half of 2021, much like most of 2020, has been full of changes for the Ad and MarTech industries. The second half of 2021 is poised to deliver another onslaught of changes for marketers. -
Shoppers are Returning to Physical Stores – Here’s How to Make Sure They Return to Yours
Without a doubt, the Great Re-Opening of America has begun. In addition to flocking to the restaurants, bars, and entertainment venues that we so dearly missed, American shoppers are eagerly returning to brick-and-mortar stores. -
Mythbusting Contextual Advertising: Why Every Marketer Should Test It
Contextual advertising is the latest example of “everything old becomes new again.” -
The Great Privacy Reset: How Will You Prepare?
Even with news Google will phase out cookies mid-2023, the question remains; are you prepared for the great data crisis to come? How can you educate yourself on what to expect? -
Why the Cookiepocalypse Is Not “Tomorrow’s Problem” and How Marketers Should Prepare Now
The panic surrounding the “cookiepocalypse” reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more. -
Marketers, What is the One Thing That’s Missing from Your Marketing Tech Stack?
As we begin to map out work and life post-pandemic, implementing ResTech is a vital and necessary solution for every marketer to include in a marketing strategy. Let’s explore the what, the why, and how. -
The Missing 99% – Why Are Brands Still Optimising TV Spend Using A 5-Minute Window?
Recent technological breakthroughs have enabled brands, for the first time, to understand how users interact with TV ads and identify what actions they are performing after seeing an ad. -
New-Gen Data Privacy Is Designed To Put Consumers First
Peter Wallace, Managing Director EMEA at GumGum, explains why the privacy maelstrom has been hijacked by commercial ambition – with user-centricity paying the price.
