The MQL now has a second audience: the bidding algorithm
Explore how marketing-qualified leads influence bidding algorithms, campaign optimization, and B2B marketing attribution.
Desk 06
Analytics & Attribution
Measurement, marketing-mix modelling and the return of first-party analytics.
This desk covers
- Marketing measurement
- Marketing-mix modelling
- Attribution
- First-party analytics
- Incrementality
- Campaign performance
- Customer analytics
Latest coverage
What branded search actually shows, now that Google answers it
Understand what branded search reveals about brand demand, visibility, and audience intent as Google answers more queries directly.
Data Clean Rooms: What They Actually Solve for B2B Marketers
Learn what data clean rooms actually solve for B2B marketers, including privacy-safe matching, measurement, audience analysis, and partner data collaboration.
Machines Are the Majority. Your Analytics Still Assume Otherwise
Explore why analytics models built around human activity struggle when automated agents dominate traffic, actions, workflows, and digital interactions.
Marketing mix modelling is back. Here is what running it actually requires
What marketing mix modelling actually does, the four things it requires to work, and an honest answer on the spend scale it needs to be reliable.
Connected desks
- Data, Privacy & ConsentFirst-party data strategy, cookie deprecation, consent management and clean rooms.
- Demand Gen & ABMPipeline programmes, account-based orchestration and intent-led targeting - how demand actually gets built.
- Advertising & MediaProgrammatic, connected TV, retail media and the open web versus the walled gardens.
The briefing
Follow Measurement without watching for it.
One email a week covering this desk and the nine beside it.