This article discusses how to effectively measure the impact of brand investments on B2B sales pipelines. It highlights the limitations of traditional attribution methods and introduces incrementality testing as a more accurate approach for understanding brand influence on demand. The author provides a step-by-step framework for implementing this measurement strategy.

This article critiques the reliance on click-based attribution in marketing, arguing it distorts budget allocations and overlooks essential aspects of the customer journey. It emphasizes the need for a more comprehensive measurement framework that includes customer lifetime value and brand impact to guide strategic decisions.

This article discusses how AI is changing consumer search behavior, particularly affecting link clicks and site visits. While traditional search remains important, marketers need to adapt their measurement strategies to focus on comprehensive search signals and incrementality modeling to better understand consumer intent.

This article outlines a webinar focused on developing a measurement strategy for 2026. It covers lessons learned from 2025, budgeting for testing, and aligning metrics with profit and loss. Attendees will receive a report on marketing measurement predictions for the upcoming year.

The article explores the measurement of marketing investments through lift-based metrics, emphasizing the importance of understanding the impact of marketing on business outcomes. It outlines various dimensions of measurement that can guide marketers in optimizing their strategies and investments for better results.