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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The Majority of Marketers Have No Reason To Fear A Cookieless Future
Cookies have been on the wane for many years. For over a year, we’ve known that Google, the most dominant force in advertising, plans to end support for third-party cookies sometime in 2022. -
All Shoppers Do Research – Even The Impulsive Ones
We’ve all learned what that feels like over the past year or so, so it should be easy enough to understand: when the situation is always evolving, we have to roll with the punches. As marketers and advertisers, that’s what ongoing shifts in shopper behavior demand of us. -
Experiences Are Moving From Social To Emotional Currency
As we look at the world with fresh eyes and deeper understanding, human truths remain the same—we want to escape every day, feel part of a community, be part of something meaningful and learn something new. -
Why Contextual is Not the Answer
Everyone is talking about the end of the cookie and what kinds of targeting will survive in the aftermath. Many continually debate that context is or isn’t the answer to this loss of signal. -
Carriers and OEMs: Jump on the Discovery Jet and Be a Leader
Carriers and OEMs have spent decades investing in innovations that delight consumers and enhance the ways we use our phones, discover new things, make decisions and purchases. -
Why Harnessing The Power Of CTV Calls For More Enlightened Targeting
Audiences rediscovered their love for TV in a big way last year, specifically its more flexible digital incarnation. At the pandemic peak, CTV consumption soared by 160% globally and almost half of the consumers admitted to heavier use. -
5 UX Best Practices for Online Checkout Design
The checkout flow is easily the most crucial phase of any online business. But, with customer expectations for an easy purchase journey at its peak, the process is not always smooth-sailing. -
How To Build A Data Quality Playbook For 2022 And Beyond
The digital advertising industry is a space of constant evolution. From the emergence of smartphones to the adoption of Connected TV, to the laser-focus on data privacy, ongoing developments continue to transform online advertising. -
How Marketers Can Succeed Without Cookies and With Consent
Data technology companies and brands are scrambling to protect income streams and create workarounds for campaign targeting to ensure paid marketing success within the new constraints. -
A Year of Lessons: The Future of OOH
The Out of Home industry took some big blows from the pandemic, but it is recovering fast. Along the way, we have learned some interesting things over the last year. -
Securing C-Suite Buy-In for Search Campaigns
While digital ad spend may be rising, overall marketing budgets are still contracting, albeit at a slower rate than last year, meaning marketers need to account for every penny spent and prove they are delivering real value. -
The Many Dimensions Of Digital Transformation For B2B Organizations
Digital transformation represents a fundamental change in how an organization delivers value to its customers. It’s the latest in a line of data-driven, tech-enabled shifts that have fundamentally changed modern marketing as we know it.
