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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Advertisers, Do You Know Where Your Audiences Come From?
The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future. -
Why Data Maturity Is More Puzzling Than You Think
The pandemic has proved a major catalyst for boosting data capability, but one misconception is still holding back progress: the belief that data maturity follows a linear path. -
How Chatbots Help Small Business Owners To Increase Conversion Rate
Customers are the lifeblood of every business. That is why it is important to put a modern strategy in place to keep them happy. In this modern-day and age, many businesses consider automating their processes and one of the aspects that they are focusing on is customer communication. -
3 Tips to Get Creative with Ad Measurement
While “data-driven insights” has been a buzz term for years, it received heightened focus in 2020 amidst the pandemic and as companies began to measure customer sentiment more frequently. -
How Marketers Can Strategize Around Active vs. Passive Intent Users Post-Cookie
While the pandemic undoubtedly did a great deal of damage, many categories are starting to see an uptick in digital ad spend and user acquisition and cost per click rates are starting to slowly rise again. -
Authenticity Sells: How to Use It to Drive Conversions
It’s clear that brands need to work on authenticity, but that can be easier said than done when you’re promoting a business on social media. The bar is high, and distrust is the default setting for most media users. -
Google’s Identifier Announcement Recasts Priorities for Future-Focused Data Companies
This announcement further cements Google’s position to lead with a transparent and privacy-first approach to advertising within its Chrome ecosystem and products. It also reshapes the competitive landscape for data companies moving forward. -
The Economics of Marketplace Ad Monetization
When considering the ways marketplaces can generate revenue, there are three basic options available to operators: subscription fees for membership (for buyers or sellers, or both), transaction fees (charged to buyers or sellers, or both), or advertising/media fees. -
Six Ways Marketers Can Use Segmentation to Improve ROI
In marketing, the more precisely you can define your audience, the more accurately you can predict whether that audience contains your best prospects – and the more quickly you can use that knowledge to find and convert more customers. And one key tool that helps you do that is segmentation. -
Banks And Credit Unions Get More Through Marketing Automation
To provide a good customer experience across multiple channels, banks and credit unions will need to think more about bringing channels together, and a good first step is through marketing automation. -
Why In-House Teams Will Still Require Agency Partners
Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts. -
What Happens Post-Cookie?
Since Google announced the phase-out of the third-party tracking cookie last year, the digital ad industry has been scrambling to prepare for a change in how business is done.
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.
