Marketing Measurement

Freshworks CMO Kady Srinivasan on the 27-point gap between attribution models and real pipeline impact — and what AI success should actually measure.

Returning users can distort campaign performance — repeated clicks from existing customers inflate click-through rates and other metrics.

The 2026 World Cup produced a record surge in sports betting acquisition spending — and, according to TrafficGuard's data, a significant share of it may never have reached a genuinely new customer.

The solution combines Meridian's open-source marketing mix modeling framework with Circana's first-party data, AI capabilities and deep measurement expertise.

As AI accelerates marketing decisions, Sarah Maina of AppsFlyer explains why trusted measurement, reliable data and human oversight will determine whether that speed translates into sustainable business growth.

The Substrate connects and organises marketing data from paid and owned channels, CRM systems, offline activity, and third-party sources.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

Through Cross-Media Intelligence, marketers can unlock insights by incorporating Meta campaign data into broader cross-media measurement workflows.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.