6 stories tagged #measurement.
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B2B marketers no longer seek one attribution model to explain all revenue outcomes. According to MarTech, successful teams instead combine attribution with marketing mix modeling and experimentation to support budget and pipeline decisions.
Structural changes have lengthened B2B journeys from six or seven touches to 20 to 40 touches across multiple channels and stakeholders.
Demand Gen Report published an article titled The Five Critical Pitfalls of MDF Programs. The article states that channel companies must rethink program structures and measurement methods to unlock the full potential of Marketing Development Funds.
According to Demand Gen Report, treating MDF as a basic requirement rather than a strategic advantage is one pitfall.
The IAB Tech Lab released an updated draft of its podcast measurement guidelines. Version 2.3 of the Podcast Technical Measurement Guidelines updates the technical framework for measuring podcast downloads, audiences, and ad delivery using server-side log data. The draft remains open for public comment through Aug. 19.
The guidance now explicitly addresses both audio and video podcasts delivered through open RSS feeds and podcast apps that rely on server-side file delivery.
Performance TV advertising platform tvScientific by Pinterest has launched its Certified Measurement Partner Program. The initiative recognizes trusted measurement providers that meet standards for accuracy, transparency, and performance across Performance TV campaigns.
The program gives advertisers transparent and interoperable ways to measure CTV and Performance TV outcomes.
Circana LLC released The Value of Influence report that benchmarks influencer return on investment directly against other media channels. The analysis uses sales impact and incrementality rather than engagement metrics alone.
Circana applied advanced marketing mix modeling and proprietary retail data to quantify short-term sales impact and long-term brand contribution of influencer campaigns.
A MarTech article states that effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single source of truth.
According to [MarTech](https://martech.org/why-marketing-measurement-needs-triangulation/), MMM evaluates overall business contribution and media mix allocation. Attribution focuses on user-level interactions and conversion paths. Incrementality measures whether marketing exposure actually influenced consumer behavior.