Executive Team Archives | Page 6 of 7

Cannes Lions 2022: The Magic Lies in the Unexpected

After two long years of virtual networking and conferences, this year’s Cannes Lions proved to be a fantastic opportunity for the advertising industry to finally come together again.

The Buy-In: Fostering Success Through Analytics Adoption

The ability to evolve strategy in real time is table stakes in today’s changing environment. In an ideal world, a strong analytics program allows organizations to proactively shift spend and maximize ROI without friction to achieve success.

Building a Better Relationship between Marketing and Finance Through Measurement

One of the major challenges marketing leaders can face is making a clear financial case for initiatives and budget.

Future-Proofing for Success: Growth in the Midst of Change

As brands continue to focus on the future, business leaders are facing key questions about how to best anticipate what comes next.

From Data to Wisdom: 20 Insights for 20 Years

Disruption may be a word that has come up more frequently in the past year, but the truth is that change has always been present: it is just a question of how it presents itself.

Evolving Beyond MMM and MTA with Unified Commercial Decisioning

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

So Many Goals, So Little Time: Identifying the Right Measurements of Success

Broad-stroke goals and new KPIs popping up left and right after a highly disruptive year can create a disparity between high-level leaders and practitioners that is tough to bridge.

What it Takes to Foster a Test and Learn Culture

One challenge marketers face is the quickly changing consumer behaviors through this crisis.

Binet, Ritson, Sinkinson: Consumer Behavior Has Shifted – Has Your Media Mix Shifted Too?

No matter what end they were on, what made the difference in how they emerged from the crisis stage was the speed at which they adapted to a new environment in order to stabilize their business.

How Businesses Can Create Their Own Best Odds for Success

The brands that will not only survive but thrive as we face an uncertain future will be the ones that opt for data-driven decisioning supported by the power of scenario planning to re-optimize their marketing spend and mitigate against potential loss.