Measurement & Attribution · 9 min read
AI ROI Measurement Got Harder, Not AI Got Worse
Only 41% of marketers can show AI ROI, down from 49%. 88% of enterprise AI pilots never reach production. The bar moved, not the technology.
Measurement & Attribution · 8 min read
Excess Share of Voice Predicts Market Share — So Track It
Ehrenberg-Bass research shows 10 points of Excess Share of Voice drives ~0.6% annual B2B market share growth. Most teams don't measure it.
Measurement & Attribution · 9 min read
Making Marketing a Credible Co-Owner of NRR
Top-quartile NRR SaaS companies trade at ~24x revenue vs ~5x at the bottom. Marketing's accountability usually ends at close anyway.
Measurement & Attribution · 9 min read
A Self-Reported Attribution Architecture That Doesn't Get Gamed
67% of B2B teams still default to last-touch while self-reported data reveals 30-50% of hidden pipeline. Here's how to build it right.
Measurement & Attribution · 9 min read
Geo-Lift Testing Is the Incrementality Method B2B Actually Needs
Channel-level holdouts test one ad. Geo-lift tests a market. The difference matters when person-level tracking is gone and budgets need to defend themselves.
Measurement & Attribution · 10 min read
Brand-Demand Fusion: Measuring the Causal Link, Not Just Renaming Two Dashboards
Most teams claim brand-demand fusion. Few have built a measurement architecture that connects brand exposure to demand response. Here's what does.
Measurement & Attribution · 10 min read
Signal-Based Selling: From Intent Data Purchase to Operating Discipline
Buying intent data is a procurement decision. Signal-based selling is a measurement capability. Most B2B teams confuse the two and spend the difference.
Measurement & Attribution · 10 min read
Dark Funnel Measurement When 70% of the Buyer Journey Is Invisible
Gartner now puts most B2B buying before vendor contact. The measurable channels are not the ones that matter. Here's how to measure what you can't see.
Measurement & Attribution · 11 min read
Marketing-Sourced Pipeline Is the Wrong KPI Above $50K ACV
Above mid-market deal sizes, MSP naturally lands at 5–20% by design. Influenced pipeline and pipeline aging are the metrics that actually predict revenue.
Measurement & Attribution · 6 min read
How to Measure Brand-Building Content Without Lying to Your CFO
Content that builds mental availability produces no trackable events. Here's the measurement architecture that makes the investment defensible.
Measurement & Attribution · 6 min read
Your Attribution Platform Has No Idea the AI Funnel Exists
B2B buyers research in ChatGPT before visiting your site. Here's the measurement architecture to account for what your CRM can't see.
Measurement & Attribution · 18 min read
What Marketing Mix Modeling Actually Tells You
MMM reveals budget-level contribution across channels — but it's not attribution. Here's what B2B SaaS CMOs should and shouldn't expect from it.
Measurement & Attribution · 12 min read
What is Incrementality in Marketing?
Incrementality measures what your marketing caused, not what it coincided with. It answers the question attribution never asks: would they have converted anyway?
Measurement & Attribution · 11 min read
Why Multi-Touch Attribution Lies (And What to Use Instead)
Most attribution dashboards confidently misallocate revenue. Here's why last-touch, multi-touch, and data-driven models break in 2026 — and the replacement framework that holds up.