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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How SEM Produces Incremental Revenue for B2B Marketers
The B2B customer journey is a long and complex one. Often a conversion is preceded by emails, catalog views, searches and site visits, before the first phone call or meeting. -
The Key to Unlocking Hidden Treasures in your CRM
Customer relationship management systems (CRMs) are great for collecting and organizing data. But, what are we doing with all this data? -
3 Marketing Concepts Sales Should Apply in 2021
2021 is a new landscape for sales and marketing, and each team has a lot to learn from the other. -
Publishers Are Taking a Bite of the $161 Billion Local Ad Market
Google and Facebook may have prioritized advertising tools for small businesses, but there’s no reason why other publishers can’t prove their worth to this vast set of buyers. -
Welcome to the Consent Economy: Programmatic in the Post-Cookie World
First, it was the cookie. Then the IDFA. Both Google and Apple are, in their typically outsized manner, accelerating industry trends. -
Online Digital Identity: A Tale of Two Internets
The internet has always represented an amalgamation of anonymous activity and authenticated users, with the balance of power between these two diametric views of online behavior swinging dramatically throughout the digital age. -
The CMO’s Guide to Ad Fraud
What if you could increase the accuracy of your performance data, reduce wasted cost and reinvest the savings in brand-building initiatives? -
To Meet the Needs of Large Enterprises, CDPs Must Evolve and Handle Data at Massive Scales
As enterprise-scale consumer brands face the disruptions caused by COVID-19, their needs eclipse and transcend the marketing use case for CDP technology. -
Zero-Party Data Strategies Fuel Personalization in 2021
25% of CMOs will adopt zero-party data strategies in 2021. Why? Because they have to. -
Marketing Data in 2021: The New Pandemic-Era Best Practices
Companies across industries might be prone to disruption in the coming year, but the wheels will keep turning. -
The Breakdown of Point Solutions in a Platform-Based World
The era of the standalone data management platform (DMP)—along with tech point solutions in general—is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality. -
How the Latest Consumer Attitudes Will Shape the Season for Retail and Travel Brands
As Americans firm and flip (and again firm) up their holiday plans, both in terms of activities at home and potential travel over holiday vacations, they’re doing so based on their personal perceptions of the virus and the threat it poses to their families and communities right now.
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.
