Pentland Brands Stopped Photo Shoots. AI Made It Possible. There is a gap between what brands know AI can do and what they have actually committed to....
View articlePlatform businesses do not happen by accident. They happen when a company decides, at a point of genuine choice, to stop competing on what it sells an...
View articleThe hardest thing in prestige beauty is not building a brand. It is keeping one relevant when the moment consumers are looking for you lasts about as ...
View articleAccording to AlixPartners’ Consumer Sentiment Index, a survey of 9,000 US consumers, service as a shopping priority increased 34% year over year...
View articleFragrance does not do before and after. It cannot show a transformation, fix a problem, or explain itself in the language of performance beauty. For m...
View articleThe budget line tells you everything. Right now, across most DTC and omnichannel brands, CTV spending sits inside the brand budget. The measurement mo...
View articleMost founder stories from 2008 begin with a pitch deck. Brent Ridge, MD begins with a layoff and a goat. He was thirty years old, working as Director ...
View articleAI came up in almost every room today. It was not the real subject. The real subject was identity: whether a brand knows what it stands for clearly en...
View articleThe brands on stage at Pulse eCommerce Summit 2026 are performing. What was striking, across two days in London, was how consistently the explanations...
View article“Advertising is no longer a broadcast sent into the world and measured weeks later. Through agentic AI and connected data layers, it becomes a l...
View articleTL;DR Every measurement vendor in 2026 claims full-funnel, privacy-safe, AI-ready measurement. The evaluation problem is separating credible capabilit...
View articleTL;DR Signal loss from iOS14+ ATT, Chrome cookie deprecation, and GDPR/CCPA enforcement has degraded the click-tracking infrastructure that multi-touc...
View articleTL;DR DTC analytics see DTC. Amazon analytics see Amazon. Neither sees the full customer journey, which means brands selling on both systematically un...
View articleTL;DR ROAS measures total attributed revenue divided by ad spend, but it cannot distinguish between revenue that the ad caused and revenue that would ...
View articleTL;DR Media mix modeling (MMM), multi-touch attribution (MTA), and incrementality testing answer different questions and are strongest when used toget...
View articleThere is a specific kind of brand problem that established companies rarely talk about openly: the moment when your loyal customers are aging out, and...
View articleTL;DR TikTok Shop creates a measurement gap that most ecommerce stacks cannot close on their own: in-app purchases never touch a website pixel, native...
View articleTL;DR Last-click attribution credits the final touchpoint before a purchase, which over-credits bottom-funnel tactics and ignores the impressions, upp...
View articleTL;DR The Amazon Halo Effect is the portion of Amazon revenue driven by paid media run outside Amazon — primarily Meta and TikTok — that native attrib...
View articleThe word “Reddit” gets appended to a Google search 250 times every second. People search Google, then add “Reddit” because the...
View articleTL;DR TikTok consistently drives more off-platform sales, especially on Amazon, than any other major paid channel, yet most attribution systems miss t...
View articleTL;DR Marketing attribution is the process of identifying which marketing channels, campaigns, and touchpoints contribute to conversions and revenue. ...
View articleAlmost every CMO is experimenting with AI. Very few are seeing the returns they expected. Gartner’s latest data puts the split in stark terms: 9...
View articleEvery eCommerce team has a measurement stack. Very few have a measurement strategy. The distinction matters more in 2026 than ever, as the number of c...
View articleThe Measurement OS just learned to talk. While every other MCP gives AI agents platform-reported data produced by the channels being measured, Fospha ...
View articleA bride makes over 300 decisions in 18 months. She picks the photographer, the venue, the colors, and the bridesmaids’ dresses. She decides whet...
View articleMacy’s challenged the premise that technology and human connection are in tension. The real question isn’t whether to automate, but how to...
View articleAt Shoptalk, Travis Katz and Jessica Alba did not describe a new marketing channel. They described the end of the distinction between content and comm...
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