XOMAD’s technology processes more than 65 million influencer profiles to deploy armies of thousands of nano-creators, ...

Can marketers ever be truly satisfied with effectiveness metrics, or is too much data, an obsession with accuracy and ...

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement. The post Marketing results don’t add. They multiply and ...

We sat down with McKinsey partner Robert Tas to discuss the report findings, reasons for the CMO-CEO disconnect, how ...

Dive Brief: The Interactive Advertising Bureau (IAB) released a new industry resource called the Gaming Measurement Framework designed to bring clarity and consistency to media campaigns in gaming ...

Building An Architecture For Scale Behind this operating model was a clear architectural vision. We developed a simplified, scalable ecosystem of digital products with well-defined interfaces.

Waitrose’s seven year journey of marketing measurement can now be done more strategically and faster, whilst increasing the chances of success and business acceptance. We explore how BCG’s new ...

Luxury fashion and beauty brands have long faced the challenge of measuring and comparing the impact of different marketing initiatives across disparate channels. With marketing budgets in the tens or ...

Esi Eggleston Bracey, the chief growth and marketing officer at Unilever, unpacks Dove's partnership with Crumbl. "That's culture to cart," she said.