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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 Marketing Measurement

What to Stop Doing

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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