Where is Google Headed with Measurement?

About this episode

Simon and Jim discuss the key announcements from Google Marketing Live 2023, focusing on AI advancements and measurement challenges.

Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges. They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM). Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies. ▶️ Watch on YouTube 00:00 Introduction and Casual Banter 00:15 Google Marketing Live Highlights 01:23 Shaq and T-Pain at GML 03:19 Measurement Announcements at GML 05:13 Incrementality Testing 13:01 Google Analytics and Attribution 20:44 Meridian Scenario Planning 25:21 Making MMM Accessible: A Double-Edged Sword 25:57 The Complexity of Tagging and MMM 28:14 Validation and the Dangers of Simplification 32:11 AI's Role in MMM and Marketing 37:48 Google Marketing Live: Key Announcements 38:53 The Future of AI in Search and Advertising 42:42 VEO and the…

People in this episode

Hosts: Simon, Jim

Topics covered

• Google Marketing Live
• AI in Search
• Measurement Challenges
• Marketing Mix Modeling
• Google Analytics
• Incrementality Testing

Keywords

• Google Marketing Live
• AI in Search
• Measurement
• Marketing Mix Modeling
• Google Analytics
• Incrementality Testing

Mentioned in this episode

Organizations: Google, Google Analytics, Google Marketing Live

Products: AI Max for Search, Google Analytics, VEO

More episodes of Measure Up

• Agentic MMM with Dr. Luca Fiaschi (PyMC Labs) · June 3, 2026 · 54 min
• Live @ MeasureCamp New York! Synthetic Data in Marketing with Winston Li & T.S. Kelly · April 15, 2026 · 33 min
• Google Analytics Alternatives with Jason Packer · March 4, 2026 · 52 min
• Marketing Mix Madness: Challenges & Realities of MMM, with Henry Innis · December 19, 2025 · 56 min
• Driving Business Growth through Experimentation - with Kelly Wortham & Ton Wesseling · November 12, 2025 · 51 min
• Retail Media Networks: Measurement Challenges & Opportunities with Skye Frontier · August 27, 2025 · 46 min