Day One of ARF’s “Attribution & Analytics Accelerator” event offered intriguing marketing modeling case studies from four major brands, Microsoft, Mazda, Trojan, and Cotton Inc., along with their ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...

A client’s relationship with your firm is more complex and multilayered than ever. Chances are that before they sign a contract with you, they’ve been exposed to social media, website content, thought ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

As we begin 2023, I can confidently say that digital marketing is now just “marketing.” This blurs the lines between funnel objectives and channel selection, increases the ever-growing need for a ...

Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal’s president of advertising and partnerships, on this week’s episode of ...

As AI agents increasingly act on behalf of buyers, marketers must shift from persuasion to visibility, structuring content, ...

As someone who's navigated the crossroads of technology and marketing for over two decades, I've witnessed firsthand the seismic shifts in how brands connect with their audiences. My unique vantage ...

The beauty industry is optimised for speed: fast and monthly product cycles, algorithm-led content and shrinking attention spans have made virality a core KPI, resulting in most marketing and product ...

Opinions expressed by Entrepreneur contributors are their own. Profitable ecommerce growth is harder than ever before. And forget about finding the right agency to help you achieve that profitable ...