At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing measurement this week.

How will AI make a difference in marketing measurement?

I think the main impact is going to be on the search channel, where we’re seeing a shift in user behavior amongst early adopters of ChatGPT. If large numbers of people really do switch to using ChatGPT instead of Googling, that would have significant implications for any business relying on Google Ads. Even if Google wins this fight by integrating Bard into their search results, expect that to significantly affect results also, as AI emphasizes some sources over others. Measuring a dynamic changing environment where we can’t rely on pixel tracking (not possible in ChatGPT) will require modeling.

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...