branding

Digital CMO Series: Dynamic Logic and Compete

Bit by bit, marketers have warmed to online media for branding. Many have proven their success using the pre-internet metrics, while others applying traditional units like GRPs to measure the media itself. So, is it time to kick online response metrics to the curb? Not so fast. Disavowing “response metrics” assumes a dichotomy that leads to bad decisions. If one brand metric can help explain another, then measuring shifts in

Dynamic Logic

A quick shout-out"¦. All marketers and advertisers really should check out this blog post by Ken Mallon, who is SVP for Custom Solutions and Ad Effectiveness Consulting at our partner company Dynamic Logic. I was privileged to share a stage with Ken at the Digital CMO Summit, hosted by Compete in Miami earlier this month.  During our session, Ken referenced the earlier blog post, which presents compelling evidence that "direct