More often than you’d imagine, we find well intentioned brands advertising without fully defining the why, who, and how of their marketing strategy. Without a solid foundation, it is difficult to build a successful advertising campaign. The most successful brands plan their advertising by answering the following questions: How will you define success? Is your overall business objective to ensure …

The brands, media companies and agencies we meet have often fallen into a rhythm of under-utilizing data, going with the gut and marching to the beat of an inconsistent drum. We’ve learned it’s far more common than anyone could have guessed. For decades, advertisers have relied on brilliant strategists, analysts and buyers to process intense amounts of data, arrive at …

We often hear media companies and advertisers alike lament the lack of a standard cross-media metric that everyone can agree on. The reality is that metric will either never exist or the mathematically complex nature of consensus will be years, if not a decade, in fruition. There is a new (un)standard practice, however, that can and probably should drive out …

How often do you look at a dashboard and promptly zone out? Even the most metric-minded of us can easily be cognitively overwhelmed by too much data. When the metrics, measures and charts are on overload, the instinct becomes to avoid them instead of absorb their wealth and insight. We’ve been there. Man, have we been there. The foundations of …