“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 ...

Marketing measurement has changed a lot over the last few years. Attribution alone isn’t enough, and most brands know it. Incrementality testing and media mix modeling (MMM) are no longer optional.

The National Quality Forum announced the Measure Applications Partnership has released new reports on quality measurement strategies for a group of hospitals specializing in cancer care; hospice and ...

PR and Brand crises have never been so complex. In an election year where companies monitor a million factors by the minute, the need for strategic, proactive crisis management has never been greater.

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 ...

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 ...

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 ...

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 ...

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

Streaming TV has become an essential channel for achieving full-funnel brand goals — and marketers are allocating more of their ad budgets to this medium. Our 2023 CTV/OTT Advertiser Study found that ...