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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B2B, Hold the Cookie
B2B marketers need to think ahead in order find their direction and navigate tomorrow’s privacy-compliant cookieless world. -
6 KPIs to Monitor the Success of Your Business
You will never know whether or not your business is thriving or heading in the right direction unless you measure the effectiveness of the strategies you implement. Key performance indicators or KPIs are essential in measuring your organization’s efforts in achieving its goals. -
Google Sandbox: The Internet and Its Oligopolization
How much “privacy” is actually in Google’s privacy sandbox? I fear a further oligopolization of the internet if no countermeasures are taken. -
Answer These 5 Questions to Optimize Your Multichannel Marketing ROI
In today’s multichannel world, marketing campaigns are more complex than ever before. To ensure their message is being seen by the right audience, marketers have to engage consumers across multiple channels and digital media. -
A 3-Tiered Approach to Solving Deliverability Challenges
As a channel, email continues to evolve and become smarter. But at the same time, deliverability challenges still plague senders and prevent emails from reaching subscribers’ inboxes. -
Apple’s SKAdNetwork vs. Google’s Privacy Sandbox
The ad tech industry has spent the past year closely monitoring and digesting updates around Apple’s SKAdNetwork and Google Chrome’s Privacy Sandbox, knowing that both carry dramatic implications for how our industry will gather consumer data. -
Driving Client Growth in 2021
Here are 5 significant commerce media opportunities that you can try with your clients – all with multiple important benefits. -
Why All Marketing Today Can, and Should Be, Performance Marketing
Performance marketing has always belonged to the lower funnel, to the end of the customer journey, to programmatic and search — or so the thinking goes. -
Scenario Planning: The Gateway to the Future
As consumers emerge from lockdown – some blinking and tentative and others in a mad dash – marketers need to remember it won’t be like it was BC (Before Covid). -
To Fix Data Privacy Issues, the Digital Ad Industry Should Operate Like a Mall
If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail. -
B2B Marketers Show an Appetite for Continued Digital Growth
With economic conditions and key indicators on the rise, B2B marketers are taking stock of their business to take advantage of what should be a very strong 2021. -
Shopping For Semantics: Unlocking Untapped Inventory In A Cookie-Less World
Brands are increasingly turning to programmatic delivery to bolster their efficiency, but to survive the death of the cookie they’ll need a better grasp of contextual targeting.
