By Abubakari YAKUBU (PhD)Although most modern organisations possess extensive data, a subtler challenge persists: a lack of ...

Google may have pressed pause on their phasing out of third-party cookies, but the rest of us don’t have to. While this latest pushback means some businesses may put off their search for a solution, I ...

In the digital era, consumers interact with brands through a range of platforms and devices — such as social media, display ads, and video on mobile, desktop, tablet, and connected TV (CTV). This ...

If you really want to thrive as an organisation, you need to know how to measure the success of all of your combined marketing efforts and share these insights across the entire organisation. If you ...

Marketers will soon need to strategically rethink their measurement methodologies. The imminent end of third-party cookies in the second half of 2024 presents significant challenges for anyone reliant ...

Comscore has launched a new cross-platform content measurement solution called Comscore Content Measurement (CCM) within The Comscore Platform, allowing content owners and creators to analyze consumer ...

Mobile, tackles one of the biggest questions at CES: what does a strong media strategy look like in the age of AI? With T-Mobile reporting $81.4 billion in revenue and serving 140 million subscribers, ...

Econsultancy published the Online Measurement and Strategy Report with help from Lynchpin, asking marketers whether they had a framework for analyzing attribution from online to offline media. The ...

As marketing channels and touchpoints multiply rapidly, the way success is measured significantly impacts long-term growth and executive perception. Click-based attribution – across models like ...