analytics
Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards
With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.
Google adds new asset testing to PMax to improve campaign performance
The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.
Burson names global digital and intelligence leadership team
Amongst a slew of other appointments, Joe Peng will take on the role of APAC and greater China head of digital and intelligence.
Can we trust ChatGPT as an analytics tool?
A year on from a rather disappointing test, can a reinvigorated ChatGPT win back credentials as an analytics tool—and can we trust it with our data?
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A new era of ads analytics? How Media Mix Modeling is reshaping strategies in the cookie-less world
Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps.
Merkle launches AI-powered Google Technology Practice
The practice will also see the launch of Accelerator, a technology built into the Google ecosystem.
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