The second discipline is using measurement to reinforce accountability. Metrics should not exist only in dashboards or annual reports; ...

In the digital era, consumers interact with brands through a range of platforms and devices — such as social media, display ads, and video on mobile, desktop, tablet, and connected TV (CTV). This ...

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 ...

In the age of data-driven marketing, measurement is everything. The Measurement & Data track at B2BMX 2026, powered by Advertising Week, focuses on how marketers are proving impact and guiding smarter ...

Consumers still expect businesses to advertise during the COVID-19 outbreak, according to a recent Kantar study, but in order to understand which marketing activities are currently most worthwhile to ...

If you really want to thrive as an organisation, you need to know how to measure the success of all of your combined marketing efforts and share these insights across the entire organisation. If you ...

Finance is taking control of GTM decisions for one reason: marketing and sales still can’t prove what actually drives revenue. The post Why CFOs are taking control of GTM strategy appeared first on ...

Marketers will soon need to strategically rethink their measurement methodologies. The imminent end of third-party cookies in the second half of 2024 presents significant challenges for anyone reliant ...