This whitepaper advocates for the integration of Commercial Analytics into the finance toolkit, providing a robust solution for enhanced financial planning and analysis (FP&A) that drives topline and market share growth by encompassing all business drivers, from marketing to operations to pricing and external factors.
In an era of unprecedented change, CEOs are demanding one underlying thing: the ability to make better decisions, faster.
Budgeting season can feel like a rigged game of poker — The CMO over-asks, the CFO under-trusts. See why a calibrated marketing budget can help reinforce strategic alignment.
It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels. This is the moment to unleash your best data-driven decision making, and marketing mix modeling (MMM) is your unfair advantage
Marketers who focus only on media are missing the bigger picture. Marketing is a key growth driver — but it’s not the only one.
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.
To maximize opportunities in Retail Media Networks marketers need to measure performance through a clear lens.
Can attribution still deliver granular, actionable results? Or is now the time for forward-thinking leaders to adopt to a more unified view?
Brand Sponsorships: $9 out of every $10 spent on sponsorships goes unmeasured.
Television audiences are evolving, and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, CTV penetration reached an all-time high, with 88% of households having at least one CTV device.
