Brands must close the loop on audience segmentation
Contributor Matt Nitzberg believes marketers need to move away from common, ingrained measurement practices and instead take an “audience-first” approach to analytics.
Contributor
Matt Nitzberg's latest articles
The high price of inflated marketing metrics
Relying on inflated numbers can lead you down a slippery slope. Columnist Matt Nitzberg outlines some strategies to help marketers focus on more valuable audience and sales metrics.
Chasm between GRP and digital metrics highlights need for cross-screen standards
Columnist Matt Nitzberg says we need to bridge the gap between gross rating points and digital metrics and move towards using data standards that work across screens.