Heeral Sakrani

Is a single source of truth in marketing a sheer fantasy or a feasible reality? Digital media platforms operate as siloed walled gardens, each with its own measurement methodology.

On the other hand, privacy shifts make understanding marketing ROI a harder-than-ever challenge. By Q3 2024, the deprecation of third-party cookies and 75% of users opting out of app tracking will impact $600 billion in digital ad spending.

This demands a new marketing measurement approach.

Triangulation—combining Incrementality Testing, Marketing Mix Modeling, and Multi-Touch Attribution—offers a solution.

Mastering this comprehensive approach will equip marketers to navigate complexities and drive sustainable growth in a world of scarce user-level data.