Although most modern organisations possess extensive data, a subtler challenge persists: a lack of understanding regarding ...

Research tells us that some 90 percent of firms in the U.S. employ some form of strategic management system. In other words, they use some system to measure their progress toward the strategic goals ...

The customer journey is complex, with consumers interacting across 20+ channels and exposed to 4,000-10,000 ads daily before making a purchase. This fragmented landscape challenges advertisers to ...

During these times of uncertainty, marketers need to clearly understand their changing business circumstances and the evolving needs and preferences of their customers. As marketers, we can navigate ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...

Marketers hold perhaps the most unique position within a company: unlike other divisions, marketing has a vantage point over the ambitions of its business and the sensitivities and needs of its ...

If you really want to thrive as an organisation, you need to know how to measure the success of all of your combined marketing efforts and share these insights across the entire organisation. If you ...

Streaming TV has become an essential channel for achieving full-funnel brand goals — and marketers are allocating more of their ad budgets to this medium. Our 2023 CTV/OTT Advertiser Study found that ...

Aging thermal plants face mounting challenges—rising maintenance costs, stricter emissions standards, and the need for ...

Comscore has launched a new cross-platform content measurement solution called Comscore Content Measurement (CCM) within The Comscore Platform, allowing content owners and creators to analyze consumer ...