The Ten Commandments of Modern Marketing Measurement

Ten things the modern marketing organization should stop doing, before an AI agent inherits the habit. Over the next eighteen months, most of marketing’s weekly budget decisions will move from human hands into AI agents. Every habit carried into the agent era gets amplified at machine speed.

Ten Commandments of Modern Internal

What to Stop Doing

Fix it now, before the agents inherit it. Every habit carried into the agent era, every misallocated bonus, every dashboard reconciled in your head, every channel defunded because your attribution tool cannot see it, gets amplified at machine speed.

One Number to the Board

Thou shalt not present three dashboards to thy board. One number, reconciled across causal MMM, incrementality testing, and incrementality-adjusted attribution, is the only output that survives a CFO’s second question.

Independent Measurement

Thou shalt not let the entity selling thee media also measure it for thee. Independent measurement, causal MMM and incrementality testing run outside the channels they evaluate, is the only credible answer.

Cause Over Touch

Thou shalt not call a touch a cause. Multi-touch attribution tracks who was nearby when a customer converted, but incrementality testing answers the question that matters: what would have happened if you had done nothing?

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