The Long & Short of Measurement with Matt Hultgren

Measuring marketing's impact is hard. There's no silver bullet. And if someone tells you there is, they're probably selling you something that only tracks clicks.

This week, Elena, Angela, and Rob are joined by Chief Analytics Officer Matt Hultgren to tackle one of marketing's most persistent challenges: measurement. They explore why so many campaigns fail before they even launch, how to balance short-term performance with long-term brand building, and why the best marketers use multiple models to find the truth.

Topics covered:

• [02:00] Why human behavior makes measurement messy
• [04:00] The planning problem causing measurement failures
• [06:00] Choosing your North Star metric
• [08:00] Balancing immediate CAC with long-term brand growth
• [10:00] Using multiple models to triangulate the truth
• [13:00] Quantifying TV's halo effect across channels
• [15:00] Incrementality testing vs MMM vs synthetic controls

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
2025 Marketing Architects Report: https://www.marketingarchitects.com/Long-and-Short


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