Entropy. Modern Measurement & Marketing.

Our client side, agency & data science experts work in partnership with brands to accelerate their growth. We are an @ISBAsays partner

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

We bring client-side marketing expertise, radical transparency, and a challenger mindset to MMM – powering faster, sharper P&L decisions.

👉https://t.co/AOlYpS4FWM

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

@krystalball at @Digiday continues to track OpenAI's ad expansion as they look to offset their considerable costs. Thanks for including us. 👇

https://t.co/PGgiEp69pL

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

A good spot by Digiday as it tracks further signals of ChatGPT's move into advertising across the EU.

Thanks for including us @seb_joseph and @krystalxball27. 👇

https://t.co/y6d8ty0HHQ

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

What if better marketing measurement could unlock billions for the UK (or your own) economy? That’s one of the ideas we explored on the The @MarketingWeekEd Podcast.

Listen to the full episode.👇
https://t.co/8wSjmGLgHD

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

This week saw genuinely important progress for Out-of-Home measurement.

This is particularly encouraging because it is the implementation of a key recommendation Entropy made as part of an industry project a few years ago. 👇

https://t.co/lJgHy9iJFw

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Insightful piece from @seb_joseph in @Digiday on the growth of the creator economy and the more interesting question underneath it.

As investment scales, measurement has to catch up.

Thanks for including us.
👇
https://t.co/Iw1hTZaBbJ

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Influencer marketing is about to face a reckoning.

Not because it doesn’t work, but because it now has to prove that it does.

We’ve written about why, and how to measure what’s actually driving growth:

👇
https://t.co/pKWKb6KyGc

[Alex Tait @ASTait]

I recommend reading Seb Joseph's thoughtful and topical piece in Digiday today. Thanks for including me.

You can read the full article here. https://t.co/xcW7vOiV2y

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

It was always going to happen. ChatGPT is getting ads.

A prediction we’ll make now: we’re about to get another media incrementality problem. 👇

https://t.co/CXUAVm1fWb

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Well, we realised Entropy went a year without a blog about AI. Instead they covered topics like:

📉 What really happens when we stop advertising?
📈 How to make cross-channel attribution as actionable as possible?

Read the full list below.

https://t.co/w2NFyZed0k

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Imagine if, when facing budget cuts, you had a way to forecast - with accuracy - the revenue you'd generate from different media plans.

That is possible. And if your organisation isn’t using it yet it could be a good time to get familiar with MMM scenario planning.

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

We’ve been looking back at another momentous year in the world of measurement, marketing and commerce. And we’ve compiled a top 5 of Entropy’s most read blogs, to get a feel for what was really resonating with people in 2024.

https://t.co/KcDAyfOD0N

Have a great festive break.

[Alex Tait @ASTait]

Thanks for the coverage in @_amritvirdi @MarketingWeekEd.
I'm glad also my comment resonated as the title of the article: "it's time for influencer measurement to grow up". I mention some of the solutions also. 👇
https://t.co/QDVLTPnsjh

[Alex Tait @ASTait]

If you work in marketing, commerce or measurement and want to be added to one of the fastest growing BlueSky starter packs for these areas let me know and I’ll add you in. 👇

https://t.co/5JLw6YexHQ

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

We no longer post on X.

You can find us on BlueSky here. 👇
https://t.co/3743ti1p05

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Alex Tait is quoted in @MarketingWeekEd today discussing how brands can set their organisations up for success with retail media. He discusses the “need to be working increasingly cross-functionally in order to get an accurate view of its incremental impact via MMM”.

[Marketing Week @MarketingWeekEd]

With retail media on track to surpass £7bn in ad spend by 2028, Kellanova, Karo Healthcare and Henkel discuss team structures and sourcing budgets https://t.co/UyOTmXTrqW

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Thanks to @JN_BrandsGroup for the invite to talk to your members.

As we head into peak season for many brands we discussed how you can measure and optimise for incremental sales on Amazon.

https://t.co/5sHP7HYxiD

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Join us on September 12th with the advertiser trade body @ISBAsays to hear how brands can measure and optimise Amazon for incremental sales.

👇

https://t.co/LosQbW2GMB

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

Our Founder Alex is quoted in The Drum today commenting on Elon Musk's lawsuit against Unilever, Mars and the WFA over what he is describing as a 'boycott' of X / Twitter over the last few years.

https://t.co/Al8DUY478j

[Entropy. Modern Measurement & Marketing. @Entropyconsult]

A week on from Amazon Prime Day, how did your Amazon sales do? What proportion do you think were driven by your media spend vs discounting activity? Find out how you can quantify the impact of

🖼  Media
💸  Discounting
🌤 Seasonality
📈 and more.

👇
https://t.co/5sHP7HYxiD