Marketing Measurement Archives

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.

From Measurement to Decisioning: Key Takeaways from NorthStar Connect 2026

In 2026, performance discussions are no longer limited to marketing teams. Investment decisions now demand a shift in commercial decision-making: integrating marketing, analytics, finance, and executive leadership.

The 2026 State of Commercial Decisioning Survey

Be among the first to receive the third set of findings of The 2026 State of Commercial Decisioning Survey by Analytic Partners, released later this year.

5 Forces Shaping Marketing Budget Decisions in 2026

The report presents 5 key insights from Analytic Partners’ 2026 State of Commercial Decisioning Survey, shaping marketing budget decisions.