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Search returned: 1312 document(s).
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Five Ways B2B Marketers Can Finally Unlock the Power of Their Data
POVs December 17, 2025Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.
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IAS Launches IAS Agent
Marketing News December 16, 2025Integral Ad Science (IAS) on Tuesday announced the launch of IAS Agent, an AI-powered assistant that helps users gather campaign insights and improve ad performance. Rolling out during CES 2026, the tool is touted as "explainable AI" and provides transparent self-reporting, recommendations for brand safety, and a streamlined pre-campaign setup.
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Black Boxes Are Ubiquitous, Yet Still Holding Marketing Back
Leading Edge December 15, 2025Brands and their partners can take steps to give themselves transparency and control to produce better business outcomes. They should start with identity, where transparency and control have tremendous leverage on results.
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How Mars Snacking Is Leveraging Data and Measurement to Build World Class Iconic Brands
Conference Session Videos December 1, 2025In this conversation, ANA's David Fogarty, sat down with Gülen Bengi and Sam Chang at Mars Snacking, to explore how Mars is evolving its brand-building model while strengthening the measurement systems that fuel personalization, creativity, and growth.
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How Northwell Health Rebuilt Its Tech Stack
Conference Session Videos November 19, 2025In this video, Northwell Health shared its digital transformation journey, detailing how a martech overhaul aligned technology with enterprise strategy, reduced vendor dependence, and empowered internal teams to drive governance, efficiency, and long-term consumer engagement growth.
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How to Design Marketing Experiments That Yield Actionable Results | On Scope
Podcast Clips November 18, 2025Slingwave’s Paul Boruta — who specializes in helping businesses to make informed marketing investment decisions — shares his best tips for designing marketing experiments that yield datapoints that your team can actually act on.
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Knowing the Difference Between Interesting Data and Useful Data | On Scope
Podcast Clips November 18, 2025Slingwave’s Paul Boruta — who specializes in helping businesses to make informed marketing investment decisions — shares his tip for how to tell the difference between an interesting datapoint and a datapoint that is meaningful to driving business outcomes.
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Amazon Introduces Ads Agent
Marketing News November 12, 2025Amazon on Tuesday rolled out Ad Agents, a new platform designed to simplify how advertisers plan, launch, and optimize their campaigns. Powered by artificial intelligence, Ads Agent help to automate time-consuming tasks such as identifying targeting segments and adjusting pacing across hundreds of campaigns.
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Do Marketers Trust the (Data) Process?
B2B November 12, 2025Marketers who trust their data are three times more likely to report revenue growth, according to a new report from Anteriad. The report, based on a survey of 450 B2B marketing leaders, found that 39 percent of marketers use intent data, while marketers reporting strong revenue growth are 62 percent more likely to use it.
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ECI Media Management’s Top 10 Insights into Retail Media As It Reaches Maturity
Knowledge Partners November 6, 2025ECI Media Management outlines 10 strategic imperatives for retail media investment, emphasizing omnichannel integration, data ownership, measurement standards, and transparency to maximize media value as the channel matures.
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Five Key Ways Marketers Can Make AI Work with Their Data
POVs November 6, 2025Ensure you’re getting the most out of your AI tools with these five game-changing data strategies that will transform your marketing efforts.
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The Future of Synthetic Research Is Bright | On Scope
Podcast Clips November 4, 2025From crosswalking to predictive personas, Morning Consult’s Michael Ramlet is intrigued by the future of synthetic research, even going as far as to say it will finally gain marketers some respect from the C-suite.
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How to Combat Bias in AI Systems | On Scope
Podcast Clips November 4, 2025Michael Ramlet, CEO and co-founder of Morning Consult, explains how marketers can minimize bias in their AI outputs, citing representative samples in the data you use to train AI platforms as a key piece of the puzzle.
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The Key Role Humans Will Always Have in AI Research | On Scope
Podcast Clips November 4, 2025While AI has shown impressive abilities to standardize, organize, and communicate data insights, you’ll still need the human element to maximize data analysis and decisioning. Morning Consult’s Michael Ramlet explains why.
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Rebirth Through AI at General Motors
Conference Session Videos November 1, 2025In this video, GM shared how it underwent a sweeping transformation built on design and technology. Resilience, innovation, and consumer-centricity sparked a rebirth, making marketing a powerful accelerant for growth across every brand.
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What Happens When Marketers Fail to See the Forest for the Trees
Partner Content October 28, 2025A micro-analytics approach, or single "tree" view, to marketing and advertising is valuable, but it risks missing the broader perspective of the "forest." Macro analytics — an aggregated look across all brands, agencies, and regions — can reveal strategic opportunities that individual scope reviews simply cannot.
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Data for AI: Quality, Experimentation, and Synthetic Data
Research Reports October 27, 2025This playbook covers three topics related to data and AI: data quality preparation for AI, experimentation data with AI, and preparing and cultivating real and synthetic data for AI.
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Direct Mail as a Data-Driven Performance Channel
Partner Content October 16, 2025Some marketers may be quick to dismiss direct mail, believing it's an outdated mass-blast relic that's too complicated to track, too difficult to optimize, and too expensive to be worth it. But today's direct mail is as measurable as digital, offering real-time customer insights and clear attribution metrics.
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A SaaS-Based MMM Approach Means Innovating in Volatile Times
Leading Edge October 13, 2025T.S. Kelly, Arima's managing director U.S., discussed embracing marketing mix modeling during a time when budget and channel mix decisions are under heightened scrutiny.
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Why Marketers Need Alignment (Not More Data)
Partner Content October 9, 2025The growing complexity of the marketing data landscape only increases the risk of misalignment. Customer journeys span dozens of touchpoints across digital, offline, and partner channels. When the data and its interpretations don't align, organizations lose the clarity they need to act decisively.
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