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.

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 ...

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.

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

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

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

And in a market saturated with noise, that kind of clarity doesn’t just attract attention. It earns belief.

Ann Mukherjee Marketing Summit, Booth faculty and alumni leaders examined AI’s power to connect brands to customers.