It's Time to Adopt a New World of Measurement

In this episode of Chew on This, Sunil Bhagwan, Head of Global Sales at Lifesight, shares his extensive experience in marketing measurement, discussing its evolution from web analytics to the present day, emphasizing the collision between measurement and privacy. He provides a historical timeline, highlighting the impact of iOS updates and GDPR on data-driven marketing. Sunil offers advice to e-commerce brands on resetting their measurement strategies based on their maturity level, advocating for MMM and incrementality testing. He also discusses the future of measurement, emphasizing unified measurement and the importance of bridging the gap between marketing and finance by establishing a source of truth that all stakeholders buy into. The episode further explores when brands should reconsider their measurement tools, the role of incrementality, and provides examples of how Lifesight helps brands unlock efficiency and impact.