The 4 Biggest Changes in Marketing Through a Measurement Lens



Since Analytic Partners was founded 20 years ago, there has been no shortage of shifts in the marketing industry. Over the past decade alone, those shifts have accelerated. But with so many changes, how can business leaders better understand how to plan for success? To answer that question, we asked members of our team from around the world to share the biggest changes they’ve seen in marketing through a measurement lens, and we took a closer look at how brands can adapt and evolve to future-proof against whatever changes come next.


From increased complexity in the industry, to a broader reach leading to less understanding of impact, to too much focus on the short-term and more noise making it harder for brands to break through, here are the biggest changes we’ve seen in marketing.

Ultimately, every industry change is an opportunity to innovate. With the right holistic measurement program in place, brands can thrive both now and in the future.

Download a copy of the white paper to learn more about the impact of Commercial Mix Analytics, including:

  • How this technology can overcome the gaps left by existing methods, including MMM, MTA and Unified Measurement
  • How Commercial Mix Analytics blends advanced Machine Learning /Artificial Intelligence techniques with statistical and econometric models in a holistic system, supplemented by learning experimentation
  • Real-life case studies and results
  • And more