measurement
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Woolley Marketing: If I wanted a lucrative side hustle, I'd choose ad fraud
Ad fraud is now a top-tier global crime rivalling drug trafficking, yet barely treated as one. Darren Woolley asks why the industry tolerates losses it would never accept anywhere else.
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Why AI cannot yet solve advertising’s measurement puzzle
While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.
Do podcasts have a measurement problem?
The evolution of podcasting is holding the channel back from reaching its full advertising potential, according to new research.
Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards
With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.
Brands are still measuring the wrong things—it’s time to fix that
Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
Is the industry in a ‘paralysis’ of measuring everything?
With hundreds of tech and tools out there, marketers need to find a measurement framework that helps them drive value for the brand and not just measure everything.
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