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To keep up with changing consumer behavior, there is no better metric than sales. Consumers vote with their wallets.
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What makes RMNs work for consumer product marketers can work for retail marketers too
From peanut butter to cosmetics advertising, consumer product marketers are leveraging retail media networks (RMNs) more than ever. Driven by efficiency improvements and greater revenue impact, U.S. marketers invested $36 billion in digital marketing through RMNs last...
Got Incrementality? 9 Tips For More Impactful Campaigns
In marketing, there is no substitute for knowing your work is driving better outcomes for your business. Just like the got milk ads implied, there are alternatives, but they are not the same. I recently had a spirited debate with a friend about whether there was such...
Digital Audience Models Don’t All Look-Alike
The brand with the best customer data often wins the marketing game. But as Apple’s new iOS privacy features limit user tracking, some sources of consumer data are drying up. It may feel like marketers have to trade off behavioral targeting for privacy, but this...