// marketing ROI

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Oct 12

Creator Marketing Hits $44B While ROI Measurement Stays Broken

Source: Beet

The creator economy has grown into a $44 billion advertising category, but boardrooms remain skeptical because the industry lacks standardized measurement and attribution—the infrastructure that would let CFOs trust spend allocation the way they do with traditional media. Without solved tracking problems, creator campaigns struggle to prove ROI at scale, leaving marketers caught between practitioner enthusiasm and executive skepticism, which caps growth despite proven audience engagement. The bottleneck is infrastructure, not demand, and incumbent measurement vendors and emerging platforms are racing to solve it before the category plateaus.

theme-brand marketing measurement marketing ROI marketing analytics

Sep 24

Marketing Mix Models Face Reckoning as AI Promises Real-Time Accountability

Source: Beet

For decades, marketers have relied on MMMs as a blunt instrument to connect spending to outcomes, but the models are notoriously laggy and depend on historical data that misses how consumer behavior shifts in real time. AI tools are now enabling direct attribution, which threatens the comfortable ambiguity that has allowed agencies and brands to justify budgets without proving impact. Accountability that actually works forces harder choices about which channels and campaigns to fund, and which to cut.

theme-brand marketing measurement data-driven marketing marketing ROI

Jul 15

Marketing Measurement Finally Becomes Actionable

Source: Featured Blogs - Forrester

The gap between what marketers can measure and what they can act on is widening. Organizations collect richer data through AI and advanced analytics but struggle to translate insights into concrete campaign decisions. This creates an opportunity for vendors and platforms that close the insight-to-execution loop, not just generate prettier dashboards. Martech winners will embed decisioning logic into measurement systems, letting data automatically trigger real-time optimizations rather than requiring analysts to manually translate findings into briefs.