Patrick Gilbert, CEO at AdVenture Media and a top 100 most influential PPC expert, shares what’s on his wishlist… spoiler: an updated measurement mentality is critical. Here’s why:
“There’s a key shift taking place across the industry: teams are recognizing that they’ve always been expected to make decisions with incomplete information. Rather than searching for a holy grail of attribution clarity, marketers are now embracing a fuller suite of measurement solutions – MMM, incrementality, modeled insights – that provide helpful context even when the data isn’t perfect.
I like to quote George Box as he famously said, “All models are wrong, but some are helpful.” This mindset is essential to the evolution of digital marketing. As the disciple matures, effective marketers are moving beyond tactical execution and leaning into strategic frameworks that balance near-term performance with long-term, sustainable growth.”
Learn more here → https://goo.gle/495rME2