Measurement

Unable to escape the deluge of political marketing overflowing my inbox, I’ve started wondering how the consultants justify their fees.

I presented at the All About Marketing Tech Virtual Conference & Expo on the topic of targeting and automation.

Advertisers need to rethink the way they build their brand assets and communication channels.

I have a love-hate relationship with KPIs. When done right, they are mission-critical to defining success and can focus the organization on the right priorities. When chosen poorly, KPIs can be disconnected with ground realities and be a constant source of frustration for team members trying to impact them.

Viewability and intent signals provide advertisers with the tools to measure ad effectiveness and to determine optimal media spend.

Explore the strides marketers have made in their ability to take action on rich customer data with the help of new technologies.

Last week, I had a dream — and in it, Karen Carpenter and I were friends. The following night, I had a similar dream.

After each campaign effort, a good database marketer is supposed to study “what worked, and what didn’t,” using attribution rules.

Here’s more about the awards, from the Silver Apple honorees themselves.

Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to