Marketing Measurement
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Data & Analytics
McKinsey Growth Survey Spotlights CMO-CEO Disconnect on Metrics Tied to Business Outcomes
We sat down with McKinsey partner Robert Tas to discuss the report findings, reasons for the CMO-CEO disconnect, how successful companies are handling customer growth and the biggest lessons for CMOs moving forward.
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ROI | Metrics
How AI Is Changing Advertising’s Hottest Currency: Attention Metrics
In a media ecosystem defined by velocity, variability and vast amounts of noise, one thing has become increasingly clear: Attention is the new currency. In light of this shift, here are practical tips for marketers.
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ROI | Metrics
If Macro-Economics Are Wreaking Havoc on Your Marketing, You Need to Quantify Your Micro-Economics
Discover how modern Marketing Mix Modeling (MMM) can transform economic disruptions into strategic opportunities, helping marketers navigate tariffs and shifting market dynamics with data-driven insights. Partner Content by Mutinex.
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Technology
Measuring What Matters: 5 Steps for Smarter Marketing Investment
Five ways to better understand your marketing performance.
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Data Driven ROI
Share of Voice, Demystified: How to Harness This Critical Marketing Metric
SOV can significantly enhance competitive analysis. This often-overlooked measurement can provide a comprehensive view of a brand’s market presence, helping marketers understand how well their efforts are resonating compared to competitors. A closer look at this often overlooked and misunderstood metric is warranted.
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Branding/Marketing
Aligning Your Marketing Budget Mix to Your Organization’s Priorities
A well-aligned budget not only maximizes ROI but also ensures that your marketing efforts are in sync with your business goals. Here’s how to achieve this alignment effectively.
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Data & Analytics
Nielsen Developing Identity Resolution Solution for 2021
Nielsen announced that it’s developing an identity resolution solution to debut in 2021.
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Acquisition
How L.L.Bean Mastered a Sophisticated Measurement Strategy
When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.
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Agencies
How Would Modern Mad Men Choose a Marketing Measurement Solution?
What factors would the partners of SC&P take into consideration when selecting a marketing measurement solution in today’s data-driven world?
