Insights

In my previous posts, I’ve spoken at length about the measurement gap, that painful friction where ROAS reported in ad platforms like Google Ads and Meta Ads, or web analytics like Google Analytics or Adobe Analytics, look solid but the CFO doesn’t buy the numbers. For years, the gold standard for solving this was the Randomized … Read more

Throughout my 18+ years in marketing analytics, including 14 years at Google navigating the measurement stacks of Fortune 500 firms, I worked through a fundamental shift in business intelligence. We moved from an era of data abundance to limited visibility. Today, the Measurement Gap is the defining friction of the C-suite. In a typical Tuesday … Read more