Search Marketing Knowledge Center

Why Outcomes Measurement Is Becoming a Budget Imperative

Leading Edge June 19, 2026

As budgets tighten, marketers must link brand awareness to business outcomes. Outcomes measurement is becoming essential to defend spend, guide decisions, and prove marketing's role in growth.

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How the U.S. Army Reframed Forecast Risk to Make Better Marketing Decisions

Event Recaps June 15, 2026

Two U.S. Army analytics leaders reveal how reframing forecast uncertainty as a risk tolerance question transforms leadership decision-making. Their interval-based approach may offer commercial marketers a more honest and more actionable model for communicating data-driven recommendations.

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Is Inaccurate Data Undermining Your Marketing Profitability?

Webinar Rewinds May 17, 2026

In this session, Truthset unveiled multi-year analyses showing how inaccuracies across data linkages like hashed emails (HEMs), IP addresses, and household attributes compound across the supply chain, leaving only a fraction of media dollars reaching the intended consumer.

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The Opportunity in the Obligation: Why Data Privacy Is Marketing Strategy

Partner Content May 7, 2026

Is data privacy a marketing constraint or a competitive advantage? Drawing on Cambridge Analytica, GDPR enforcement, and rising U.S. state privacy laws, this analysis shows how consent, trust, and first-party data may define effective marketing strategy.

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Audience Integrity: The Hidden Risk Undermining Your Marketing ROI

Webinar Rewinds May 5, 2026

The problem of audience integrity is more common and more costly than most marketing organizations admit. In this webinar, learn why the fix is a governance system that continuously compares the audience defined in strategy to the audience actually activated in-platform and surfaces the gap before it becomes an unexplainable budget loss.

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PR and Procurement: A Conversation With PR Council's Kim Sample

Pulse April 28, 2026

PR Council president Kim Sample discusses how AI, procurement, and reputation are reshaping PR ahead of the ANA Advertising Financial Management Conference. The conversation frames earned media as a balance sheet asset and outlines what finance leaders now expect from communications.

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Trust Lies at the Heart of a Unified Data Strategy

Trends and Technology April 13, 2026

Marketers sharpen data governance to build trust, improve AI performance, and adapt to fast-changing privacy expectations and attribution models.

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An Interview with Warren Byrum, SVP of Strategic Sourcing at Truist Financial

Pulse April 13, 2026

Ahead of ANA's Advertising Financial Management Conference, Truist's Warren Byrum shares how strategic sourcing, AI, and agency partnerships are reshaping value, accountability, and growth.

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Can Brands Make the Leap to Quantum Marketing?

B2B February 23, 2026

While quantum marketing has been circulating through marketing precincts for the last several years, CMOs and marketers are now starting to take meaningful steps to build the technological capabilities and internal skills needed to seize its potential, a study released by SAS last fall reveals, albeit incrementally.

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The State of Marketing Measurement Report

Research Reports February 12, 2026

Marketers are having increasing difficulty in proving the ROI of their efforts and focusing spending where it will do the most good. An ANA survey captures the current state of measurement across major brands, revealing both the progress made and the gaps that remain.

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