Brad Haag
Senior Analyst
Author Insights
Blog
A Front-Row Seat To Marketing Measurement’s Main Stage
I love festivals. Some of my favorite memories come from attending Lollapalooza, Coachella, SXSW, and Edinburgh Fringe. The chance to see the best and the newest in a field in one place and at one time is an invigorating thrill. Although some events award prizes, that isn’t the main objective. Instead, their primary purpose is […]
Blog
Navigate 2026 With A Measurement-Centered Marketing Culture
A measurement-driven culture builds confidence and allows for pivots when needed. Learn three key tenets of this type of culture.
Blog
Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
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Predictions 2026: CMOs Hunker Down But Don’t Retreat
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
Blog
Meta’s Recent Shops Ads Controversy Reinforces The Need For Transparency In Marketing Measurement
In an ideal world, marketers have constant access to industry-leading tools and knowledgeable experts that provide transparent and accurate measurement, connecting every marketing activity to real, measurable business outcomes.
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Build Trust In Marketing Measurement With A Data Strategy
Marketers’ confidence in their ability to accurately measure marketing is at an all-time high. This is good news since proving the value of marketing has never been more important.
Blog
Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger
While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Blog
Is Google’s Meridian The Right Open-Source MMM Solution For You?
On January 29, Google announced the wide launch of its Meridian open-source marketing mix modeling (MMM) solution, available through GitHub.