Measurement
"Moveable Middles" and the CMO + CFO Relationship Paid Members Public
Major Unlock: Marketers go out of their way to ensure that their finance teams understand the value advertising drives in the business. These two panels at POSSIBLE attempt to bring those worlds together through new ways of driving and measuring success.
It's a Trap: Guaranteed Performance Paid Members Public
I'm not saying it is a trap. But it is a trap.
That's not measurement Paid Members Public
Google gained unwanted attention for its alleged lack of adherence to its own policies within Google Video Partners. The industry's problem is much larger.
CTV: $20B Faith-based marketplace Paid Members Public
The billions spent with little measurement to prove it.
How do I know if my digital marketing campaign worked? Paid Members Public
A beginners guide based on the techniques used by the Fortune 500 companies.
Multi Touch Attribution: A Collective Insanity Paid Members Public
Multi-Touch Attribution (MTA) is the best thing to happen to attribution since last touch (aka last click) attribution for digital campaigns. In essence, it is a methodology for assigning a value to the various touchpoints on a consumer's path-to-purchase. However, MTA and last click are incredibly broken religions
