Marketing measurement is BROKEN - And how to fix it

What does it actually take to prove marketing works? In this episode of Marketing in the Madness, Katie Street sits down with Jamie Irving, SVP of Media, Insight and Effectiveness at Pentland Brands, the group behind Speedo, Berghaus, Canterbury, Mitre, Kickers, Ellesse and more! Jamie shares what it means to run media and performance across a portfolio of heritage and challenger brands, why commercial marketers need to understand the P&L and how brands can measure effectiveness when customer journeys are more fragmented than ever. From AI search and Shopify to TikTok Shop, out-of-home, incrementality and the return of media mix modelling, this episode gets into the stuff marketers are really trying to figure out right now. Listen to the full episode now. Recorded live at Retail Tech Show. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Jamie Irving LinkedIn: https://www.linkedin.com/in/jamie-irving-36962820/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/