A blog that puts things into perspective
Welcome to Perspective, a space for knowledge sharing that goes beyond trends to help you sharpen your strategic thinking and deepen your expertise. Here, our experts share practical perspectives grounded in real-world experience, along with proven techniques ready to be put into action.
Profit or profitability? Measure the real value of a campaign
“This campaign is bringing a slightly lower return on investment, but it’s a lot more profitable!”
The two aspects of loyalty program performance
Most articles and discussions on the topic of loyalty programs are essentially about their design. P …
Content Security Policy (CSP): Is your web security blocking your data?
Today, content security policies (or CSPs) are considered indispensable to protecting your websites …
Sustainable media strategy: Combining performance with environmental responsibility
Because they are energy intensive, media play a key role in the fight against climate change. The go …
The future of digital media: How AI and ad tech will transform an industry
Welcome to the dynamic, ever-evolving world of advertising technology, also known as ad tech, a pivo …
From a cookie to a layer cake: Six alternatives to the third-party cookie to create a sustainable strategy
Every story comes to an end. Even the most beautiful.
How to use SEO to understand consumer behaviour ?
In the constantly evolving digital era, understanding consumer behaviour has become critical for bus …
Going beyond the myths: SEO results in less than 3 months
In the SEO world, we often hear clients, co-workers, executives and others say that in order to see …
Evolving your media practice in a privacy-centric marketing context
The implementation of the second phase of Bill 25 in Quebec on September 22, 2023, adding to the ann …
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How does Google’s Consent Mode work?
Notes " \n Legal notice: This article explains how Google’s Consent Mode technologically operates. W …
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Back to the future: Performance measurement for privacy-centric marketing
The loss of non-durable identifiers due to technological changes (iOS and Google) as well as the adv …
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6 reasons you should connect your SEO data to a data warehouse
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5 questions to determine the success of a CMO
Being a CMO, VP of marketing or marketing director in 2023 is no small challenge. The industry is un …
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Insight: a tool for strategic decision-making
For the past several months, the transition to Google Analytics 4 (GA4), the loss of third-party coo …
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Server-side tagging: What’s the benefit?
This article was written in collaboration with Florian Chabert. Server-side tagging has highly inten …
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The effects of Law 25 on your marketing strategies and operations
The legislation that modernizes legal provisions for the protection of personal information in the p …
Top 10 differences between Universal Analytics and Google Analytics 4
The countdown has begun: In less than a year, most Universal Analytics properties will stop collecti …
The truth about the delayed end of third-party cookies in 2024
On July 27, 2022, Google announced that its sandbox for privacy management will need more testing. I …
Why it’s already time to migrate to GA4
Google Analytics 4 (GA4) is spearheading the new Google marketing suite and they’re not being shy ab …
The effects of iOS 15 on emailing and immediate solutions
During its annual developers conference last June 7, Apple announced that new versions of its operat …
Marketing transformation: Data is a prerequisite
This blog post is part of a four-part series that will attempt to give you a better idea of the key …
Do you do digital to do digital?
Last February, my colleague Philippe Boutin-Lizotte wrote a very interesting article about a strong …
When awareness goes hand-in-hand with media performance
Digital media performance has always been closely connected to conversion. Whether you’re talking ab …
What is the effect of the Google announcement to end third-party cookies by 2023?
Google Chrome has pushed back the deadline for the end of third-party cookies to 2023 The “gods of t …
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