About this episode

In this episode, James Lawrence and Paul Sinkinson discuss the challenges of marketing measurement and the importance of incrementality in driving growth.

Marketing teams have never had more data available to them, yet many still find it hard (often harder than ever) to confidently answer a simple question: what’s actually driving growth? In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder and Host James Lawrence sits down with Paul Sinkinson, Managing Director for APAC at Analytic Partners, to explore how marketing measurement is evolving and where marketers still get it wrong. They discuss why incrementality remains one of the most misunderstood concepts in marketing and how leading brands are balancing short-term optimisation with long-term growth. Key Takeaways: What has changed in marketing measurement over the past two years and why marketers are adopting a more holistic approach The growing challenge of fragmented platform measurement and conflicting data sources How marketers should think about attribution today and where it still provides value What incrementality really means and why it matters more than most marketers realise How marketers can build credibility with CFOs and leadership teams through better measurement Why some brands gain market share during economic downturns while others pull…

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