Wider lens, tighter focus: Measurement going into 2023

Measurement is fragmenting between methodologies offering a broader view and those focused on more granular insights.

The world of measurement is at a major inflection point. Driven in part by changes in the data privacy landscape – but also by more fundamental discussions about what, why and how we should be measuring – the sphere of metrics finds itself at a moment of potential paradigm shift.

Measurement is changing both by necessity (because the methodologies of recent years are becoming technically unattainable), but also by choice. Many marketers are realising that change is not only inevitable, but also potentially desirable, in terms of moving the measurement conversation forwards, towards models which more accurately and wholly describe...

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