Not All Performance Marketing Tactics Are Created Equal
Marketers are trading traditional channels for shiny new performance tools.
Retail Media’s New Secret Weapon Is Incremental ROAS
Traditional metrics may not accurately reflect the impact of new brand initiatives.
Retail Media Measurement Must Extend Beyond Search and Across Channels
Lookback periods should vary by platform and channel.
Physical Retail Is the New TV
We are one step closer to the in-store equivalent of Nielsen TV ratings.
How to Adjust—and Measure—Your Content Strategy for Google’s SGE
Google’s Search Generative Experience is still very much in its infancy, but brands need to take its evolutionary shifts seriously.
Brands Thrive on Consistency. Retailers Need Something Else
Winning loyalty requires a very different strategy for stores.
So You’ve Built a Loyalty Program. How Do You Measure Success?
If a program isn’t driving business value, it’s time to adjust your strategy.
There’s No ‘Vs.’ Between Brand and Performance Marketing
Adweek Outlook 2024 panelists from Brainlabs, SeaWorld and BNY Mellon remove the "vs." lodged between brand and performance marketing
B2B’s Move Toward Digital Is Here, and Affiliate Fits Right In
B2B affiliate won’t replace an entire digital channel strategy on its own, but it can provide a strong entry, complement or upgrade to expensive and ineffective marketing channels.
In-Store Retail Media in 2024: Hype or Happening?
Being an early mover on this evolving trend can be advantageous for brands.
DTC and Digitally Native Brands Find Bright Spots in Linear TV
With a different audience and sometimes favorable pricing, the old medium is seeing new converts.
How Instacart Moved Beyond Groceries to Become a Retail Media Power
Instacart excels in understanding the intricacies of grocery purchasing behavior, which differs from shopping on platforms like Amazon.
How Chipotle and Gale Followed a Hunch to Marketing Success
Their Cannes-winning idea started by testing a hypothesis.
Charting the New Frontier of Consumer Insights: Emography
The strength of the 'heartset' may outweigh the pull of the mindset.
3 Major Ways Generative AI Is Redefining Search
The future is AI-driven, trust-centric dialogue between brands and consumers.