How M&C Saatchi Is Navigating Marketing Measurement Without User-Level Data | AdExchanger

""Death by dashboard is real," said Dane Buchanan, chief data and analytics officer at performance agency M&C Saatchi."

""We obviously don't want it to be the case that a tech giant can decide at any moment to pull out the rug from under you in terms of how you're able to judge media performance," he said. "Marketers need consistent measurement of their media regardless of privacy regulations or platforms.""

""The key thing that's been missing from our perspective is commerciality, by which I mean making sure measurement results are actually useful for making business decisions.""

Marketers face an overload of measurement approaches and too many dashboards, which complicates decision-making. Privacy changes and platform shifts threaten existing measurement methods and require resilient solutions. Consistent, commercially useful measurement must operate regardless of privacy regulations or tech platform changes. M&C Saatchi created an in-house unified measurement platform, OneView, to combine media mix modeling, geo-lift testing, and attribution into a single system. The platform uses AI to detect patterns and generate actionable insights, reducing the need to juggle multiple disconnected data sources and making results directly useful for business decisions.

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