Marketing Measurement
Founder of Middlegame Marketing Sciences, turning marketing data into action
“Media isn't a collection of isolated line items.”
Todd Kirk is Founder and Managing Director of Middlegame Marketing Sciences, where the focus is helping organizations move beyond retrospective reporting to forward-looking growth. Todd has led the development of multi-million dollar analytical solutions at IRI and MMA, and is Co-Founder and Lead Architect at Provalytics. Todd received the ANA Genius Award for Marketing Analytics Innovation.
Posts by Todd, updated as new ones publish.
Todd argues that siloed retail media ROAS misleads in two ways: it claims credit for demand built elsewhere and ignores halo effects on other channels. He recommends modeling channels together and validating incrementality with geo-lift experiments and holdouts.
Read the full post →Todd argues that the buzz around Meta's Seller app misses the point. New platforms should be treated as customer signals that feed a decision support system, validating which investments drive immediate incrementality and longer-term organic growth, rather than as more reporting.
Read the full post →Todd argues that the search for one proof-of-success metric is outdated. Citing the IAB's updated podcast measurement guidelines, he says measurement is shifting from counting events to understanding how varied customer responses combine to create business value.
Read the full post →Todd argues that the brand versus performance debate is really investments versus customers. Channels, price, distribution and promotions interact along the buying journey, so AI should help optimize them as one connected system rather than speed up media optimization alone.
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