The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actionable insights faster than ever. From shifting away from platform-reported attribution to creating predictive, omni-channel models, Kevin reveals how marketers can focus on who campaigns work for—not just what worked—and turn analytics from a rearview mirror into a growth engine.
