marketing-measurement

Incrementality is a mindset.

Premjeet Sodhi?blur=25

Guest Column: Premjeet Sodhi, Global Analytics Lead at WPP Media, writes marketers can now know which half of their advertising is wasted. Most prefer not to find out

Premjeet Sodhi Jul 31, 2026 4:14 PM

Language models place little weight on brand-owned content: Stuart Bowden, WPP

WPP's Stuart Bowden on the Shift from Paid Media to Influencer Marketing?blur=25

Stuart Bowden, President of Strategy and Capabilities for Global Clients, WPP, speaks to e4m on working differently with communities for engagement, distinction between paid and organic, and much more

Simran Sabherwal Jun 30, 2026 9:21 AM

Project Worldwide unveils ‘Math of Marketing’ to redefine marketing measurement

Project Worldwide-Math of Marketing?blur=25

The ‘Math of Marketing’ IP focuses on resolving the critical tension between immediate ROI and sustainable brand equity

e4m Staff Jan 13, 2026 3:40 PM