Shaping Marketing Effectiveness in 2026 with Google

Shaping Marketing Effectiveness in 2026 with Google

From Future Proof by Kantar & Saïd Business School, Oxford University

January 22, 2026 · 35 min

About this episode

The episode discusses how marketers can connect marketing effectiveness to business growth as we approach 2026.

In this episode of Kantar’s  Future Proof  podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026.  Biren shares his perspective on the persistent gap between marketers and the C-suite, the importance of unified KPIs, and why long-term effects remain under-measured.   Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026.  Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Host: Simon Atherley

Guest: Biren Kalaria

Topics covered

  • marketing effectiveness
  • business growth
  • KPIs
  • measurement
  • AI in marketing
  • internal divides

Keywords

  • marketing effectiveness
  • business growth
  • KPIs
  • measurement
  • AI
  • creators
  • marketing decisions

Mentioned in this episode

Organizations: Kantar, Google UK, Saïd Business School, Oxford University

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