“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rudy Grahn, attribution and measurement ...

Comscore executives revealed their strategy for addressing the long-standing media measurement dilemma at NAB New York 2025. Their unified platform consolidates fragmented data from streaming, CTV and ...

When are you supposed to build an economic value model to justify a proposed information technology investment? Whenever the CFO or CIO asks you to. But a more subtle answer rests in a decision ...

The following excerpt is from Riaz Khadem and Linda Khadem’s book Total Alignment. Buy it now from Amazon | Barnes & Noble | IndieBound or click here to buy it directly from us and SAVE 60% on this ...

Consumers are rapidly going mobile, but advertisers are not. Studies show that even though the majority of digital media is now consumed on mobile devices, less than 10.8 percent of media dollars are ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...

A new survey of 327 full-time business professionals reveals a strong commitment to trade show participation, but also highlights a significant gap in strategic planning, measurement and creative ...

Effective leaders establish a comprehensive business plan and define strategic objectives to manage their operations. By measuring and analyzing customer satisfaction, you can ensure that any ...