『Modern Marketing + Measurement』のカバーアート

Modern Marketing + Measurement

Modern Marketing + Measurement

著者： Advertising Week
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Exploring the evolving landscape of analytics, attribution and marketing performance and expert insights, industry trends and actionable strategies.

Copyright 2025 All rights reserved. マーケティング マーケティング・セールス 経済学
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  • Connecting Data, Driving Outcomes: The Future of Marketing Measurement with LiveRamp’s Alexia Nakad

    Connecting Data, Driving Outcomes: The Future of Marketing Measurement with LiveRamp’s Alexia Nakad
    2025/11/03

    In this episode of Modern Marketing and Measurement, Becky talks with Alexia Nakad, VP of Brand and Commerce Media at LiveRamp, about how data collaboration and clean room technology are transforming marketing measurement. From retail media to cross-platform standardization, Alexia shares how brands like Tesco and L’Oréal are closing the loop between media spend and real business outcomes—and what it takes to build trusted data partnerships that deliver results.
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    27 分
  • Out of Home, In the Spotlight: Why Reach and Distinctive Brand Assets Still Rule with Bauer Media Outdoor UK’s Lindsay Rapacchi

    Out of Home, In the Spotlight: Why Reach and Distinctive Brand Assets Still Rule with Bauer Media Outdoor UK’s Lindsay Rapacchi
    2025/10/27

    In this episode of Modern Marketing and Measurement, Lindsay Rapacchi, Director of Research and Insight at Bauer Media Outdoor UK, joins us to explore what makes Out of Home such a timeless and effective channel in today’s marketing mix.

    Lindsay breaks down the power of distinctive brand assets, why reach still trumps precision, and how to avoid common missteps in marketing mix modeling and retail media positioning. From mental and physical availability to the enduring laws of brand growth, this conversation is a masterclass in keeping marketing grounded in what truly drives effectiveness.
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    21 分
  • Breaking Through the Noise: Kevin McGehee of Horizon Media on Unified Marketing Measurement

    Breaking Through the Noise: Kevin McGehee of Horizon Media on Unified Marketing Measurement
    2025/10/13
    The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actionable insights faster than ever. From shifting away from platform-reported attribution to creating predictive, omni-channel models, Kevin reveals how marketers can focus on who campaigns work for—not just what worked—and turn analytics from a rearview mirror into a growth engine.
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    20 分
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