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Three analytical instruments responding to the same reference signal inside a precision workshop.

Marketing Measurement Has a Measurement Problem

April 19, 2026

In this essay, I want to convince you that, unless steps are taken, the future of MMM as a robust and commercially viable area for analytical decision-making products is in jeopardy. If

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Peter Drucker’s feedback analysis and AI

Peter Drucker’s Feedback Analysis Just Got a Lot More Practical (Thanks to AI)

March 31, 2026

Peter Drucker once wrote “The only way to discover your strengths is through feedback analysis. Whenever you make a key decision or take a key action, write down what you expect will

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The Verticalization Hypothesis for MMM

Bill Grosso

The Verticalization Hypothesis is that MMM engines can be shared across industries, but MMM implementations are usually vertical-specific. Different verticals use different structural forms, measure outcomes differently, and require different controls, data, experiments, and decision workflows. As engines become open and interchangeable, commercial advantage will shift to vertical expertise and implementation.Read the Full Article

Featured Articles

RECENT

Marketing Measurement Has a Measurement Problem

Peter Drucker’s Feedback Analysis Just Got a Lot More Practical (Thanks to AI)

The Verticalization Hypothesis for MMM

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