How can I accurately measure the success of my marketing strategies and measures? What defines success in marketing, and how do I find the right model when the goalposts keep moving?
How we measure the effectiveness of marketing is evolving rapidly. AI and machine learning are increasingly becoming standard features, real-time optimization is replacing annual planning cycles, and privacy-first measurement is now an essential requirement.
In this live recording from Dr. Isabelle Kes's session at this year's Wissensdurst, she outlines exactly what's changing, shares her experiences with companies that are leading the way, and outlines what it all means for you.
Why you should watch
You'll leave with a better understanding of:
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What good marketing measurement looks like in 2026
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Where common approaches and assumptions tend to fail
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How current research challenges and sharpens industry practice
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What to consider when starting or advancing your own measurement approach
About the session
The art of the possible: Delivering value with marketing measurement in an imperfect reality
Most marketing teams start with the same wish: one model that quantifies the correct impact of each channel, answers every budget question, refreshed in real time, trusted by the CFO and all stakeholders. Reality looks different: non-linear funnels, complex omni-channel business models, promotions tangled with paid media, customer targeting to integrate, governance to navigate.
In this session, Dr. Isabelle Kes walks you through what marketers wish for, what shows up in real projects, and when a custom MMM combined with continuous experimentation beats the off-the-shelf shortcut. Practical, honest, and with stories from the trenches.
Who is this session relevant for?
This session is ideal for people who need better answers to difficult marketing measurement questions.
It is particularly relevant for:
- Marketing managers
- Digital analysts
- Data & analytics professionals
- Commercial & marketing decision-makers looking to evaluate measurement approaches more confidently
No deep prior knowledge is required. If you are looking for a more credible way to assess marketing impact, make better decisions, or build a stronger case internally, this talk is for you.
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