Welcome to the wonderful world of quantitative content marketing analytics. It’s at this point where I hear you saying, “I was told there would be no math in marketing.” The good news is that all ...

Mobile, tackles one of the biggest questions at CES: what does a strong media strategy look like in the age of AI? With T-Mobile reporting $81.4 billion in revenue and serving 140 million subscribers, ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rudy Grahn, attribution and measurement ...

Aging thermal plants face mounting challenges—rising maintenance costs, stricter emissions standards, and the need for ...

Google may have pressed pause on their phasing out of third-party cookies, but the rest of us don’t have to. While this latest pushback means some businesses may put off their search for a solution, I ...

The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to ...

Although most modern organisations possess extensive data, a subtler challenge persists: a lack of understanding regarding ...

During these times of uncertainty, marketers need to clearly understand their changing business circumstances and the evolving needs and preferences of their customers. As marketers, we can navigate ...

Measurement has become increasingly important as the industry continues to evolve. More than ever, it’s important for marketers to remember that the effectiveness of their investments start and end ...

Research tells us that some 90 percent of firms in the U.S. employ some form of strategic management system. In other words, they use some system to measure their progress toward the strategic goals ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...