#performance-measurement

#performance-measurement

To justify AI investment, marketers must show whether campaigns convert better, leads improve in quality, brand metrics lift or return on ad spend (ROAS) rises - and then validate that AI was directly responsible. Define the right performance question Before measuring, clarify what AI is expected to impact. Start with specific, outcome-based questions: Will AI-generated product descriptions increase mobile conversion rates compared to our current copy? Does AI-driven bidding deliver a lower cost per acquisition on our key audiences than manual bidding did last quarter?

Public relations has long been about crafting narratives, shaping perception, and amplifying trust. Yet in today's digital economy, traditional press releases and media outreach alone no longer guarantee visibility. Brands that once relied solely on earned coverage are now realizing the immense value of integrating paid media into their PR strategy. Sponsored content, native advertising, and influencer partnerships are not simply add-ons-they're essential tools that allow brands to cut through the noise, reach targeted audiences, and measure tangible impact.

At first, I took things a bit personally, but then when I connected with other fellow agency owners and consultants, I noticed that many of them were going through the same thing at some level, at least on the marketing side.The truth is that we're at an inflection point. The forces reinventing marketing are not merely external; they're structural. Economic shifts are the main driver, but also AI disruptions, talent trends and evolving client expectations are fundamentally altering the way value is delivered.

Aligning strategy and budgets is touted as a hallmark of effective management. Yet, an alarming disconnect between the two has been observed over many years.

Metrics creation is a crucial yet often overlooked component of effective data analytics. It transforms raw data signals into actionable insights, allowing organizations to track performance and identify trends.

The report examines the evolving path to purchase and how marketing measurement fits within it, highlighting the failings of most attribution models. Last-touch attribution, while comfortable, simplifies complex consumer journeys into misleading conclusions about effectiveness.

The metrics we often call vanity metrics aren’t just for show; they often reflect teams' limited scope for measurement in the evolving data-driven security landscape.

Training without measurement is like sailing without a compass - directionless and destined to drift. In today's business environment, employee training is no longer a luxury.

In statistics, linear regression is a statistical model that estimates the linear relationship between a scalar response and one or more explanatory variables.