Beyond Vanity Metrics: Why Media Transparency is Now Non-Negotiable for Business Growth
That was the clear message from a recent expert panel featuring moderator Linda Cronin, EVP, Global Head of Media at Monks, Jay Pattisall, VP of Principal Analyst at Forrester, Millie Chu, Sr. Director of Media Analytics at T-Mobile, and Meredith Zhang, Measurement Partner at TikTok. Together, they called for a bold new vision: a 'Bloomberg Terminal for brand content' — a world where marketers can see, measure, and act on data with the clarity and speed of Wall Street.
Despite the technology we have, achieving end-to-end media visibility is hard because of several key hurdles. Many brands are still using basic metrics instead of advanced tools like Marketing Mix Modeling (MMM) that give us deeper insights.
The evolving, non-linear customer journey, often serendipitous discovery, makes traditional tracking useless. Siloed teams across brands, agencies and publishers, and lack of common language and standardized naming conventions make data analysis impossible. Measuring until after campaigns are done and misinterpreting real-time data makes it hard to get a clear picture of performance.
To get to a clearer media future we need to take practical steps to unify metrics and integrate measurement into the planning process. Businesses should prioritize business outcomes like sales and revenue, align KPIs to boardroom priorities not fragmented metrics.
Measurement must be part of the planning process so we can make faster, smarter decisions. Causal inference over vanity metrics and speed up MMM to get insights in weeks not months is also crucial. Understanding off-platform impact and driving organizational change from the top down is key to success.
Ultimately the future of marketing is about radical transparency, real-time insights and full-funnel accountability. This means we need to unify data, integrate measurement practices and focus on tangible business outcomes.
It's hard but the path forward is strong leadership support, rethinking how brand value is perceived and organizational agility. If we do this we'll not only have better marketing but also more resilient data-driven businesses.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Business Insider
6 hours ago
- Business Insider
TD Cowen Reaffirms Their Hold Rating on AT&T (T)
TD Cowen analyst Gregory Williams maintained a Hold rating on AT&T on July 7 and set a price target of $30.00. The company's shares closed today at $26.97. Elevate Your Investing Strategy: Take advantage of TipRanks Premium at 50% off! Unlock powerful investing tools, advanced data, and expert analyst insights to help you invest with confidence. Make smarter investment decisions with TipRanks' Smart Investor Picks, delivered to your inbox every week. According to TipRanks, Williams is an analyst with an average return of -2.2% and a 45.81% success rate. Williams covers the Communication Services sector, focusing on stocks such as AT&T, Charter Communications, and T Mobile US. The word on The Street in general, suggests a Strong Buy analyst consensus rating for AT&T with a $30.75 average price target. Based on AT&T's latest earnings release for the quarter ending March 31, the company reported a quarterly revenue of $30.63 billion and a net profit of $4.35 billion. In comparison, last year the company earned a revenue of $30.03 billion and had a net profit of $3.45 billion Based on the recent corporate insider activity of 134 insiders, corporate insider sentiment is negative on the stock. This means that over the past quarter there has been an increase of insiders selling their shares of T in relation to earlier this year. Last month, Sabrina S Sanders, the SVP-ChiefActngOfcr&Controller of T sold 1,500.00 shares for a total of $41,340.00.
Yahoo
7 hours ago
- Yahoo
State bill would let AT&T phase out remaining landlines
A bill pending in Sacramento would give AT&T Inc. an opportunity it was denied last year to stop providing landline service to residential and commercial telephone customers in parts of Kern County and elsewhere in California. Assembly Bill 470 would remove the Dallas-based telecommunications company's obligation to keep maintaining and repairing hard-wired, copper-based landlines. Instead, the lines would be phased out and replaced by options like cellphone service, cable-based communication and voice-over internet protocol, or VoIP service. Emergency responders and groups representing rural communities have warned against allowing AT&T to do away with landlines. They say that because landlines carry their own electrical charge they are the best way to ensure remote residents retain access to communication, especially 911 service, during extended power shutoffs and emergencies such as wildfires. But AT&T, the state's biggest provider of what's called carrier-of-last-resort phone service, says the company shouldn't be forced to keep devoting money and attention to what it sees as outdated technology. It says resources are better spent building more modern, digital connections. Last year AT&T asked the California Public Utilities Commission to let the company shed its COLR responsibilities. But on June 20, after an outpouring of opposition to the proposal, the commission voted to leave the requirements in place and instead update the decades-old list of obligations such companies carry. AB 470 would largely end those responsibilities and instead, according to supporters, accelerate investment in communication technologies during a years-long modernization process. They note cellphone users are more likely to get emergency notifications containing videos, mapping information and location data. The bill was introduced by Assemblywoman Tina McKinnor, D-Inglewood. Her office could not be reached for comment Friday. Spokespeople for AT&T said landline customers would keep their connections until more modern, high-speed alternatives are brought online. They said the bill includes a requirement to build more fiber optic connections to residences across the state. They noted the bill has received support from a coalition called Californians for a Connected Future. It includes a long list of organizations including three local groups — Kern Economic Development Foundation, the Boys & Girls Clubs of Kern County and the Greater Bakersfield Chamber. On Friday, a chamber spokesman said by email the bill is aimed at modernizing California's telecommunications infrastructure and encouraging investment in future-ready technologies that are more reliable and resilient. "Many Kern County residents and businesses rely on updated wireless and broadband services to stay connected, run their operations and support emergency response efforts, needs that traditional landline services often no longer fully meet," spokesman Joel Paramo wrote. Regarding the worries of the bill's opponents, he said concerns may be misplaced if the transition away from landlines is done "thoughtfully and responsibly." "We expect that any changes would be accompanied by oversight and safeguards to ensure that communities, especially remote ones, maintain access to dependable communication networks that support public safety and emergency services," Paramo added. Groups lining up in opposition to the legislation include the California Farm Bureau Federation, several labor unions and The Utility Reform Network. TURN's telecommunications policy director, Regina Costa, has argued that one reason customers have cut their landlines is because AT&T hasn't done enough to maintain its copper-based networks, despite receiving hundreds of millions of dollars in subsidies intended to help it serve customers. She noted the VoIP service that some customers would be expected to switch to comes with vulnerabilities that landlines don't, such as susceptibility to potential cyberattacks. President Ametrius Sidney of the California Chapter of the National Emergency Number Association said in a news release residents without access to basic, reliable telephone service would be left vulnerable in emergencies when cellular or broadband networks may be unavailable. "Further, landline phones remain an essential, reliable means of accessing 911, especially during power outages, natural disasters or in areas with poor wireless coverage," she stated. The bill is scheduled for a hearing starting at 9 a.m. Tuesday in the Senate Energy, Utilities and Communications Committee.
Yahoo
9 hours ago
- Yahoo
TD Cowen Reaffirms Buy on Uniti Group Inc. (UNIT) with a $9 Target
Uniti Group Inc. (NASDAQ:UNIT) is among the . Analysts at TD Cowen have reaffirmed their 'Buy' rating on Uniti Group Inc. (NASDAQ:UNIT), while maintaining a price target of $9.00. With such an optimistic outlook, the firm has reiterated its label as the top investment idea in the sector, alongside T-Mobile and Equinix. From in-line revenue and EBITDA during the first quarter to an impressive dividend yield of around 14%, the company's financials tell a somewhat compelling story. While the results matched key guidance metrics, the stock nearly fell. What the analysts believe is that the dip is due to a potential misunderstanding of pro forma financials and investor hesitation following the company's change to a REIT status. However, these will impact Uniti Group Inc. (NASDAQ:UNIT) only in the short run. A woman standing in front of a skyscraper checking the stock value of a REIT-Mortgage firm on her phone. As TD Cowen underscores, the company demonstrates solid bookings, with strand counts sold to hyperscalers assumed to be at least 30 times higher than they were several years ago, all thanks to the demand for generative AI. Having said that, analysts remain confident in what they call 'twin engines of commercial and residential fiber super-cycles,' anticipating more than 90% upside for UNIT. Uniti Group Inc. (NASDAQ:UNIT) is a U.S.-based internally managed real estate investment trust that provides fiber and other wireless solutions. With a market capitalization of $1.068 billion, the company focuses on the acquisition and development of mission-critical communications infrastructure. While we acknowledge the potential of UNIT as an investment, we believe certain AI stocks offer greater upside potential and carry less downside risk. If you're looking for an extremely undervalued AI stock that also stands to benefit significantly from Trump-era tariffs and the onshoring trend, see our free report on the . READ NEXT: The Best and Worst Dow Stocks for the Next 12 Months and 10 Unstoppable Stocks That Could Double Your Money. Disclosure: None.
