Boathouse’s New Chief Strategy Officer Says It’s Time For Agencies To Take The Reins Of Measurement
Sonia Chung, Boathouse’s new CMO, wants to help the agency (and the industry at large) take full advantage of its data.
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OPINION: Data-Driven ThinkingOptimization Isn’t A Growth Strategy: The Leadership Decisions Hidden Behind Marketing Metrics
Many organizations are encountering a paradox: Performance appears strong, while durable growth remains elusive. How should performance be evaluated when the strongest signals no longer align cleanly with growth?
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OPINION: Data-Driven ThinkingThe Real Growth Strategy: Blending Brand And Performance For Long-Term Impact
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
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The Countdown For TikTok Begins. What’s Next For Marketers And Media Buyers?
We asked the experts what marketers and media buyers should do to prepare for a possible ban of TikTok in the US.
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OPINION: Data-Driven ThinkingHow Marketers Can Claim Their Spot At The AI Discussion Table
With the encroaching reality of AI, marketing professionals should be included in strategic planning, given the roles we play in shaping public image and maintaining a brand.
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OPINION: On TV & VideoThe Death Of Linear TV Is Being Greatly Exaggerated
TV is not dead, nor is it dying. It is in an evolutionary state. But for CTV and linear to remain relevant and co-exist, measurement needs to evolve, just like the TV product. And we should be applying the same audience-first approach to measuring impact across linear and CTV with one, equivalized currency for both, writes Michele Madaris, media director at Boathouse.