Modern Media Measurement: A Marketer’s Superpower

Episode notes

Takeaways Pixels are broken. Nearly half of online conversions (42%) go untracked due to blockers, privacy settings, and attribution window limitations. Sales aren’t just on your site. 40% of eCommerce sales happen off-site (Amazon, Walmart, marketplaces), invisible to pixel tracking. Ad spend leakage. 17% of spend goes into channels like audio and TV that pixels can’t measure, leaving major blind spots. Last click is lazy. It oversimplifies the customer journey, rewarding the final step and ignoring the true path to purchase. Duplication is rampant. Multiple platforms often claim credit for the same conversion, inflating perceived ROI. MMM is back. Once considered slow and outdated, modern MMM now runs weekly, giving marketers near real-time budget insights. Unified framework matters. Combining MMM, incrementality testing, and MTA gives the clearest picture of channel performance. Custom > generic. AI-powered custom models now outperform generic off-the-shelf ones - at similar cost - thanks to automation. 36% of ad dollars are wasted. Bad data and poor measurement account for over a third of spend, creating a massive opportunity for optimization. Experimentation wins.

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