Data and Measurement Archives

Leveraging Incrementality Testing to Supplement AI-Based Measurement Platforms

Marketing and PR professionals can consider incrementality testing as a way to supplement reporting and help maximize the value of AI-based platforms, such as Meta’s recently released Advantage+.

Data Driven ROI

How The New York Times’ Data Strategy Enables a Full View of the Customer Journey

How The Times’ data strategy supports a view of the customer journey from end to end.

Data & Analytics

First-Party, Second-Party and Third-Party Data Defined

An explainer on first-party, second-party and third-party data.

Data & Analytics

Brands on Fire: Sperry Footwear Chief Marketing Officer Elizabeth Drori on Building Brand Purpose

A conversation with Sperry’s CMO about the evolution of the brand, fashion merchandising strategies, data use cases and more.

Data & Analytics

Apple’s App Tracking Transparency Requirements: What Marketers Need to Do Now

How marketers can respond to the rollout of the next iOS 14 update, which implements its App Tracking Transparency (ATT).

Video Marketing

Discovery Strategy Behind Upcoming DTC Streaming Product

Discovery is planning to launch a streaming platform in order to improve advertising measurement and attribution.