In
- Test, learn, adjust spend loops
- Fast MMMs for everybody (as long as you have a channel mix and higher spend levels)
- Getting along with the CFO
- Data clean rooms
- Giving more money to brand campaigns
- Everyone agreeing on what “brand” means (maybe?)
- Better understanding and explaining the tradeoffs between brand and performance
- Higher adoption of synthetic control methods
Out
- Dashboards without decisions
- Expecting a perfect measurement solution
- Weekly reporting rituals that change nothing
- Arguing about attribution after the budget is already spent or planned
- Google deprecating the third-party cookie (is this out? I've lost track)
What do you think is out next year?