Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid ...

It’s critical for marketers to check their perceptions of channel performance with data to optimize their media mix.

McKinsey’s CMO Growth Research Survey finds confusion in the C-suite about the remit of marketing departments. Its co-author talks us through what you can do to change that.

Proponents say direct-to-consumer sales by drugmakers cut out intermediaries that add needlessly to prices. Detractors see ...

In direct marketing, external branding involves seemingly simple, but extremely important, points. Using a logo consistently; “speaking” in print, or on TV, in a tone that is in keeping with the ...

Artist development was discussed at the ThinkLA Entertainment Brunch on June 5 with music executives Jessica Eason, Ida Kay ...

Roughly 72% of Romanians believe that their own actions have the greatest impact in building a sustainable future. At the ...

CFOs who master new eval frameworks will drive the next wave of AI adoption thruogh disciplined investment for strong competitive advantage.

In the next decade, the companies that win won't just have the best products - they'll also have the best stories.

Medicare agents must effectively reach and engage potential clients while strictly adhering to the complex web of federal regulations ...

The agency-client relationship has commanded more press attention than any other this year. The Drum sits down with the ...

IAPP Westin Research Fellow, C. Kibby explores how state attorneys general have enacted state privacy laws and lessons that ...