“Did it work?” The 100-year-old question marketing still can’t answer
We measure everything, but know less than ever. Here’s why the ‘Holy Grail’ of attribution remains out of reach, and what to do about it.
The 83%–9% Gap: What the State of Unified Marketing Measurement 2026 Means for CMOs
Outdated tech and siloed data are holding marketers back. Discover how AI and the 2024 State of Unified Measurement are helping CMOs drive true, data-backed decisions.
The Model Can’t Turn An Orange Into An Apple: Professor Kenneth Wilbur on Humans of Measurement
UC San Diego’s Kenneth C. Wilbur discusses “incrementality washing” and why AI models can’t replace valid control groups in ad measurement.
Four Marketing Conversations I Haven’t Stopped Thinking About
Four honest takeaways on AI, authenticity, and measurement from our latest gathering of omnichannel marketing leaders.
CTV grew up. Your measurement has to grow up with it.
CTV has evolved beyond an awareness play, but measurement hasn’t kept pace. Discover how incrementality, geo-testing, and causal MMM can prove CTV’s real impact and ROI.
Marketing Measurement Isn’t About More Data. It’s About Better Decisions.
Explore Ron Berman’s insights on marketing measurement, experimentation, AI, and Unified Marketing Measurement for better marketing decisions.
We Rebuilt the Measurement Academy for the Future of Marketing
The free, self-paced Foundations of Marketing Measurement course is designed for marketers who want to build modern measurement skills and earn certification.
The Next Challenge in Measurement Isn’t Better Models. It’s Better Standards.
Shared standards can turn fragmented measurement into confident decision-making across the marketing ecosystem.
Creative Is Now a Measurable Growth Lever
Creative now drives audience allocation and incremental revenue, not just messaging. Traditional metrics miss its true impact, making unified measurement essential.
Fixed Geo Experiments: A Proven Method for Incrementality Testing
Fixed geo experiments prove true incremental impact by comparing exposed and unexposed markets.