Marketing Measurement Archives

The Myths & Truths of MMM: How Senior Leaders Use Analytics to Make Commercial Decisions

This paper reveals the myths and truths of MMM and offers a new decisioning approach for 2027.

What Expert-Led Commercial Analytics Delivers That Software Alone Can’t

Self-service platforms can produce a model. Learn why expert-led Commercial Analytics is what turns that model into a decision your organization actually trusts.

What Unified Marketing Measurement Misses About Growth

Unified marketing measurement combines methods into one number. Learn what it misses and how Commercial Analytics measures the full commercial picture to drive decisions.

I Wrote Magic Quadrants: Here’s How I Read Them

Former Gartner MQ author Jason McNellis shares a 5-step framework to turn 60+ pages of vendor research into a stronger shortlist in under an hour

What MMM Accuracy Actually Means — and How to Test for It

Learn what MMM accuracy actually means, how to evaluate it, and why more frequent model iterations build organizational trust better than statistical metrics alone.

When Cookies Crumble, Build a Measurement Stack That Won’t

Attribution was already broken before cookie deprecation. Learn how Analytic Partners builds measurement stacks that are privacy-safe and finance-ready.

Why Your BI Tool Can’t Be Your Marketing Source of Truth

Most marketing teams are using the wrong source for their most important decision: where to put the budget. Learn why Commercial Analytics is the right source of truth for budget allocation, and what that means in practice.

Why CPG Brands Can’t Measure Retail Media with Retail Data Alone

Retailer data tells you what sold, not what your marketing caused. Learn how CPG brands can measure the true impact of retail media, including the off-platform halo.

Postcards from Cannes 2026: The Best Marketing Still Starts with Real Conversations

The takeaway wasn't a single big idea. It was a mood, a growing consensus that the industry is tired of shortcuts and ready to get curious again. AI isn't going to make someone fall in love with a brand.

Empower Your Analytics: How Leaders Operationalize Decisioning and Generate Millions in Returns

The paper highlights how top advertisers operationalize analytics and see millions in returns.