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Evidence and Data for Brand Growth

Blending Principles and Data for Smarter Brand Growth

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Marketers often lean on evidence-based principles from industry and academic studies. The classics, such as the 60:40 brand-to-activation budget split, mental availability, and maximum reach, to name a few, have become essential heuristics that lend marketing strategies structure, simplicity and predictability.In contrast, data-driven marketing can seem disruptive. New tools frequently emerge – attention metrics, universal […]

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deepseek ai marketing

Deepseek’s impact on marketing: Separating Signal from noise

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A version of this article was published in Campaign Asia on February 6, 2025.  Unless you’ve been living in an underground bunker without internet access, you’ve likely heard about DeepSeek in recent weeks. As one of those rare tech developments that has captured mainstream attention, the surge in interest in what’s objectively a complex topic

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Identity

The New Identity Paradigm

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Fool’s gold? A new paradigm is emerging in place of the crumbling cookie. New rules dictate how personal data is collected and shared. Legacy technologies like third-party cookies are disappearing, and regulations are reshaping how we collect and use consumer data. To thrive, marketers must rethink their strategies around identity—the capability that enables personalised targeting,

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Identity Graph

Everything you wanted to know about Identity Graphs (but were afraid to ask)

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If you work in digital marketing, you’ve probably come across the term “identity graph” or “ID graph” in conversations about data or identity. Yet, the technology is often under-explained or glossed over as it’s generally not consumer-facing. This is unfortunate, as identity graphs are foundational to most (if not all) audience and personalisation use cases.

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Personalised

The Context of Personalised Advertising

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Personalised ads* have become a contentious topic within the industry. Beyond the ongoing regulatory battles, there are disagreements about whether they’re actually effective at driving advertising effectiveness. On one hand, we have research, anecdotal evidence, and the intuitive understanding that more relevant ads outperform less relevant ads. On the other, we have passionate op-eds and

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modern marketing measurement

The Modern Marketing Measurement Field Guide

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The marketing measurement landscape is undergoing rapid transformation, driven by demands for stronger customer privacy and greater evidence-based rigour.  Attribution, Incrementality and Marketing Mix Modeling are evolving swiftly to meet these new realities, changing how marketers holistically and objectively evaluate the business impact of marketing. In this guide, we’ll explore the key evolutions in these

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incrementality north star

Incrementality as the North Star and Ground Truth for Marketing Measurement

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A version of this article was first published on ExchangeWire North star KPIs deserve north star measurement DAU, Revenue, Margins – These are the goals around which entire companies align their teams, from product to engineering to sales. For marketing teams, this means juggling both long-term and short-term investments to ensure growth in both demand

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Data Clean Room

Everything you wanted to know about Data Clean Rooms (but were afraid to ask)

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If you work in digital marketing, chances are you’ve come across the term “data clean room” in the past couple years. However, I’ve found it to be one of the least understood topics among folks in the industry. This is unfortunate, as I believe data clean rooms (and data collaboration more broadly) will be a

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Modern Measurement Triad

The Modern Measurement Triad

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The modern marketer’s measurement toolkit has arrived. The end goals themselves remain unchanged – effective measurement should improve the quality of decision-making at the strategic and tactical levels. Yet, in the face of signal loss from cookie deprecation, and a rising demand for statistical rigour, marketers are under pressure to maintain optimisation agility and prove

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Value-Based Optimisation

Value-Based Optimisation for Improved Business Impact

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Value-based optimisation (VBO) is the use of ad buying platform bidders to generate business value above and beyond standard conversion volume. When activated, it creates a stronger through-line between media campaigns and business outcomes, allowing marketers to replace customer acquisition cost (CAC) or cost per acquisition (CPA) models with more meaningful business goals. This can

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