Have you ever heard the famous quote by John Wanamaker? “Half the money I spend on advertising is wasted; the trouble is I do not know which half.” In today’s data-driven world, this uncertainty no ...

If your marketing strategy isn’t data-driven, you’re not alone. Data has played a role in advertising for decades, going back to market research focus-grouping to understand feedback on branding. In ...

This episode of the Marketing Smarts Live Show features a fascinating conversation with Christopher Penn, an authority in analytics, digital marketing, and AI. Penn and host George B. Thomas delve ...

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...

As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

Forbes contributors publish independent expert analyses and insights. Writes about the future of payments. We live in a world where machines can understand speech, recognize faces, and even generate ...