AI Could Become Advertising’s Next Walled Garden
Consumer AI has an economics problem that traditional software does not have in quite the same way. With conventional software, you build the product, maintain the…
Category: Marketing Challenges
When Better Data Makes Marketing Measurement Slower
Traditional marketing mix modeling was built around the idea that more data creates a better answer. Your marketing spend goes into the model. Your sales data…
Stop Measuring Users. Start Measuring Decisions.
For years, marketers were told that better measurement meant getting closer to the individual user. More cookies. More identifiers. More granular paths. More certainty about who…
ChatGPT Ads Are Changing Marketing Measurement
For years, digital marketers have been trained to follow the click. Someone sees an ad. They click. They arrive on your website. GA4 records what happens…
Is Meta Getting the Credit It Deserves?
Across the marketing programs we measure at Provalytics, one of the most commonly mismeasured areas is Facebook and Instagram. And the reason may surprise you. The…
Why New Marketing Measurement Faces Resistance
Bringing new measurement into an organization sounds like a data problem. You find a better methodology. You implement the platform. You get better insights. Everyone sees…
Why Privacy-First Measurement Produces Better Insights
Earlier in my career, I was convinced the future of marketing measurement was individual user tracking. Back in 2008 and 2009, that was the gold standard….
Why Facebook and Instagram Are the Most Mismeasured Channels in Marketing
Across every client we work with, one channel gets measured wrong more than any other. Facebook and Instagram. That surprises a lot of marketers because social…
ChatGPT Isn’t Breaking Marketing Measurement. It’s Exposing a Myth.
One question keeps coming up as marketers think about the future of AI-powered advertising: “How are we going to measure ads if there aren’t any clicks?”…
Good Data Can Still Lead You to the Wrong Decision
One of the biggest myths in marketing is that if you’re “data-driven,” you’ll always make the right decisions. Unfortunately, that’s not always true. You can have…