Executive Team Archives | Page 3 of 7

Why DIY MMM Rarely Makes a Splash

Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained for.

The Four Stages of the CFO – CMO Partnership: A Simple Tool to Assess and Strengthen Your Partnership

Strong collaboration between the finance and marketing chiefs has proven to noticeably elevate key business metrics—no surprise if you think about it. A Boston Consulting Group study found that tighter alignment between these two power players can accelerate revenue growth and unlock 20–40% more financial upside.

Why Smarter Marketing Leaders Bank on Commercial Decisioning

Marketing in 2025 demands more than gut instinct—it requires data-driven decisioning. Learn how top marketers use Commercial Intelligence.

Tuning out the Noise: How to Identify the Best Measurement Solution

The rise of AI and open-source models has commoditized marketing measurement, but do they truly deliver—or just distract?

Adapting, Evolving, Thriving: An Exclusive Interview with Analytic Partners’ President and CEO

In her recent interview with Morketing, Analytic Partners’ President and CEO, Nancy Smith, discusses the state of marketing measurement.

Build vs. Buy: Key Considerations for Elevating Your MMM Program

Are the best solutions bought or built? Every organization looking to elevate its MMM program to a Commercial Analytics solution will grapple with this question at some point.

The Cookie That Just Won’t Crumble: What This Means For Your Marketing Measurement Strategy

On Monday, Google surprised many by announcing its decision to halt the deprecation of third-party cookies, citing transition challenges and acknowledging the substantial efforts made across the advertising ecosystem.

Elevating Commercial Analytics Partnerships at NorthStar Connect Europe

We recently hosted our NorthStar Connect customer event in London, bringing together marketing, finance and analytics executives from Europe’s top brands to network, hear the latest industry insights and exchange perspectives.

Predicting 2024 Is Hard, but Some Predictions Can Be Expressed With Certainty

There is one thing about 2024 that I can predict confidently: There will be a great deal of uncertainty, and unpredictable things will happen.

Data Doesn’t Lie, but Your ROI Metrics May Mislead

Marketing leadership likes (and frequently trusts) real-time reports including ROI-like metrics such as ROAS. These constantly updated reports always provide something new to look at and promise opportunities for advertising tweaks. The real-time nature of these types of reports can be compelling