MODERN MARKETING + 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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Why Advertisers Should Get Excited About Digital Advertising’s Contextual Future
By now, most of us have begun reckoning with the coming reality. Cookies are indeed going away, identifying customers is undoubtedly getting harder, and companies like Google and Apple are not coming to save us. -
No Consent Doesn’t Mean No Conversion
Marketers and publishers are burning the midnight oil to figure out how to keep their revenue from pancaking as we move into the post-cookie/IDFA reality, especially after Google’s recent unsurprising “bombshell.” -
The Battle for Data is Over. Everyone Wins with Zero-Party Data (ZPD)
Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes. -
A Deliberate Oversimplification of Audience Targeting without Cookies
Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp. -
How Embracing Social Listening Can Optimize the Customer Experience
The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms. -
An Evolving View on Context Will Shape the Data Markets of the Future
Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch. -
Zero-Party Data: How To Leverage It And What To Avoid
Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days. -
What Is The Answer To The Ad Industry’s Identity Crisis?
Google’s recent announcement that it won’t support user-level identifiers in its ecosystem, is just the latest step in its plans to change how consumers are tracked online. -
Why the Cookiepocolypse Actually Affirms the Open Web
In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” -
Getting Your KPIs Right: Should You Really Be Measuring Shopping Cart Abandonment Rates?
In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended. -
With Google Shunning IDs, Companies Turn to Data Collaboration
In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate. -
Driving Engagement Through Creative UGC Campaigns
It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative.
latest posts
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AI Is Rewriting the Rules of Omnichannel Advertising
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Meet the New Consumer: Calculated, Skeptical, and Resilient
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Identity’s Next Challenge: Why Accuracy Matters More Than Ever
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If Your Brand Isn’t Showing up in YouTube Search, It’s Already Falling Behind
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Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
