Measurement, attribution and analytics
Today’s edition
Marketing measurement is really about answering two questions: What happened? And what should I do about it? Most marketing mix models are built to answer the first one, but the second is where things get harder and also more interesting. On Friday, Lifesight…
A persistent identifier could improve ChatGPT ad measurement while creating new questions about consent and the personal data behind it.
Strip the visual layer and a machine can still use a website. Strip the structure, as markdown does, and it can only read about it.
AI agents are spreading across the GTM stack, but many teams lack the visibility and ownership needed to keep track of what they do.
Key Takeaways Original research gives brands something valuable in an increasingly crowded search landscape: information that isn’t available everywhere else. That advantage may become even more important as AI search changes how people discover information…
‘Drowning in measurement,’ marketers mull priorities in an internet where ‘two audiences’ exist.
Dateline celebrates the premiere of its 35th season by lighting up the Empire State Building.