“The real answer to 'what's the biggest opportunity for growth?' is just that your measurement doesn't support true growth. It's broken or flimsy. You're just trying to replicate what you've done in the past. If you don't believe your measurement can adapt to new channels, you just won't grow.”

Measurement paralysis: broken attribution freezes teams into replicating the past

Teams that don't trust their measurement framework default to running the exact campaigns they've run before — they can't evaluate anything new. Building truly robust, incrementality-focused measurement is the unlock for every other growth lever: influencer, OOH, CTV, podcasts. Without it, the growth ceiling is baked in.