Marketing Measurement Reimagined: How AI, Mixed-Media Modeling, and Causal Analytics Are Replacing the Metrics That Were Lying to You (Marketing in the Age of AI, Band 19) - Softcover

Inhaltsangabe

The dashboard felt good. It was lying.

The metrics that populate most marketing dashboards were not chosen because they accurately represent marketing's commercial contribution. They were chosen because they are available, legible, and satisfying to optimize. The attribution model assigns credit by proximity to conversion, not by causal contribution. The performance metrics improve when you serve high-probability converters rather than building genuine demand. The vanity metrics move when the marketing looks active, not when it is working.

Marketing Measurement Reimagined diagnoses the measurement crisis, prescribes the remedy, and builds the measurement portfolio that most marketing organizations have been avoiding because it would require confronting what the convenient metrics have been hiding. Robert F. Geissler develops the full measurement arsenal — media mix modeling, incrementality testing, causal analytics, brand measurement, predictive CLV — and builds the organizational case for using measurement truth rather than measurement comfort to direct the investment decisions that the marketing budget represents.

Measure what matters. Decide what it means.

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