Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Reach is a vanity metric. Here’s why community first thinking is replacing it as the core KPI for influencer program ROI.
IBC2026 and the IAB Creator Marketing Growth Summit exposed five regulation and measurement gaps every brand needs to close now.
IDC’s new CMO hire signals how analyst firms and agencies alike are restructuring marketing leadership around AI accountability.
New Marketing Week data shows 58% of marketers rate creators an effective brand building channel, forcing a rethink of budget and proof.
CreatorFi’s $45M raise treats creator income like a securitizable asset, forcing brands to rethink contracts, payouts, and risk.
Amazon India’s Creator Connections platform links 165,000 creators to 50,000 advertisers. Here’s how brands should evaluate and enter it.
YouTube creators now keep 82% of asking rate while Twitch drops to 32%, a payout gap that should reshape where brands place influencer budgets.
Canada’s new beauty tariffs are forcing brands to rebuild influencer contracts, pricing models, and payment terms almost overnight.
Marketing mix modeling now claims 11% of measurement budgets as brands ditch fragile last-click attribution for macro-level ROI clarity.
Reporting dashboards now eat 19% of martech budgets. Here’s what brands are buying, why, and how to avoid paying twice for the same data.