Once upon a time in the era of traditional marketing, devising strategies for developing memorable brand creative across TV, print, and other media was a marketer’s primary responsibility. The brand creative itself was the genius “big idea” for all campaign communications. Then, digital became king almost overnight, giving marketers reason to panic. Measuring marketing performance quickly became the new norm — where new metrics were emerging each day across different platforms, devices, and media types.

Data suddenly became the new creative brief, signaling a seismic shift from “Don Draper” thinking to a newfound focus on hyper-targeting, deep segmentation, real-time optimization, and personalization. Learn how digital marketers now need to become digital economists—understanding and operating according to principles like Unit Economics, Supply + Demand and Marginal Cost and Revenue.