Marketing measurement is having a moment, but can it deliver?
Marketing effectiveness has never been more scrutinised, yet despite more models, metrics and dashboards than ever, too little actually changes. Unless measurement moves beyond diagnostics to drive real decisions, we risk repeating the same ineffective cycles, writes James Zipeure, group CEO at Mortar AI.
Marketing effectiveness has a credibility problem. For more than a decade, the industry has clung to attribution models and econometric reports that promised rigour, but often delivered little more than rearview diagnostics. The language of accountability has been everywhere, but the impact? Less so.
Now, as marketing mix modelling (MMM) enjoys a revival, spurred by the decline of third-party cookies, pressure from CFOs, and a broader shift toward commercial accountability, we find ourselves at a familiar crossroads. Models are back in fashion. Dashboards are proliferating. But the fundamental issue persists: many of these tools diagnose, display and reassure, but they rarely drive decisions.
Unless that changes, this latest wave of MMM enthusiasm risks becoming yet another cycle of complexity masquerading as control.
If you’re going to talk about our frameworks, at least have the decency to credit them!
Henry, thankyou for taking the time to read the article. Completely agree. By working together with more openness, about methods, data, and outcomes, we can build real trust and give clients the confidence they deserve. Transparency should be the norm, not the exception. Lets discuss.