https://theexpertindex.ai/experts/marketing-measurement/todd-kirkTodd 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.enTue, 03 Nov 2026 18:04:05 +0000https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-needs-system-level-measurement-not-siloed-roashttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-needs-system-level-measurement-not-siloed-roasTue, 03 Nov 2026 18:04:05 +0000Todd KirkMarketing MeasurementRetail media should be measured as one node in an interconnected media system, because siloed ROAS overstates demand it harvested and ignores demand it created elsewhere. Todd argues that siloed ROAS misleads brands on retail media, which both claims credit for demand built by upper-funnel channels and goes uncredited for lifting search and DTC traffic. He recommends joint multi-stage models, modeled channel interactions, and geo-lift tests.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/new-data-sources-matter-only-if-they-improve-commercial-decisionshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/new-data-sources-matter-only-if-they-improve-commercial-decisionsSat, 25 Jul 2026 15:55:04 +0000Todd KirkMarketing MeasurementA new customer data source only has value when it helps answer better commercial questions, not when it adds another dashboard or report. 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.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-success-is-many-customer-responses-not-one-metrichttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-success-is-many-customer-responses-not-one-metricWed, 22 Jul 2026 14:14:04 +0000Todd KirkMarketing MeasurementMeasuring marketing means understanding how many different customer responses work together to drive incremental growth, rather than optimizing for whichever single signal is loudest. Todd argues that the IAB's updated podcast measurement guidelines reflect a wider shift away from single-metric success. Measurement should capture how multiple investments, customer responses, and business outcomes interact, rather than simply counting events like downloads or clicks.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/measure-customer-response-not-channel-performancehttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/measure-customer-response-not-channel-performanceTue, 21 Jul 2026 15:56:04 +0000Todd KirkMarketing MeasurementMarketing measurement should shift from asking which channel worked to asking how combined investments produced the customer responses that drove business outcomes. 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.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/unused-loyalty-rewards-can-signal-fading-engagementhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/unused-loyalty-rewards-can-signal-fading-engagementFri, 17 Jul 2026 13:25:04 +0000Todd KirkMarketing MeasurementUnused loyalty rewards are often an early sign that customers have stopped paying attention, so teams should study the whole system of responses rather than single metrics. Todd argues that unused rewards are often read as customers saving points, when they more often signal fading engagement. He says marketing creates interconnected customer responses and outcomes, so understanding the system beats optimizing any single metric.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-analytics-should-predict-across-the-whole-systemhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-analytics-should-predict-across-the-whole-systemMon, 13 Jul 2026 14:54:03 +0000Todd KirkMarketing MeasurementPredictive marketing metrics only pay off when they model how every channel, campaign, audience and creative interact, rather than optimizing a single KPI in isolation. Todd argues that dashboards report what happened instead of guiding decisions. Predictive metrics like Google's are a step forward, but they must work at the level of investment choices and model interactions across the whole marketing portfolio to guide budget allocation.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-measurement-shouldnt-rest-on-a-single-metrichttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-measurement-shouldnt-rest-on-a-single-metricFri, 10 Jul 2026 14:44:03 +0000Todd KirkMarketing MeasurementEvery marketing investment triggers several customer responses, so measuring only one, like clicks, misses how each contributes differently to business outcomes. Todd argues that most measurement systems optimize for a single customer response, even though marketing produces many. He presents Agile Insights Modeling as a middle-out approach between top-down MMM and bottom-up MTA, separating incremental response from organic demand.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/evaluate-new-channels-by-their-effect-on-the-whole-systemhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/evaluate-new-channels-by-their-effect-on-the-whole-systemWed, 08 Jul 2026 13:41:04 +0000Todd KirkMarketing MeasurementA new media channel should be judged by how it changes the performance of the entire marketing mix, not by standalone ROI, CPM, or reach. Todd argues that the "in-game advertising versus CTV" debate frames the choice wrongly. A new channel can amplify, complement, or cannibalize existing ones, so marketers should ask which combination of investments produces the greatest incremental business outcome.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/no-single-channel-answers-the-k-shaped-advertising-economyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/no-single-channel-answers-the-k-shaped-advertising-economyMon, 06 Jul 2026 13:38:04 +0000Todd KirkMarketing MeasurementFragmented customer behavior means no single channel wins, so marketing measurement must explain how different customer segments respond instead of relying on averages. Todd argues the K-shaped economy shows there is no one winning channel, not that Connected TV is the answer. Models that average responses across diverse customer segments mislead, so measurement should treat investments, customer responses, and outcomes as one system.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/averaged-marketing-metrics-hide-diverging-customer-behaviorhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/averaged-marketing-metrics-hide-diverging-customer-behaviorMon, 06 Jul 2026 13:22:04 +0000Todd KirkMarketing MeasurementWhen customer segments move in opposite directions, a single average elasticity, lift, or ROAS hides what is happening and misleads measurement models. Todd uses a MediaPost piece on the K-shaped ad economy to argue that marketing measurement leans too heavily on averages. Segments respond to price, merchandising, assortment and media differently, so models should capture that variation instead of compressing it.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/understand-the-whole-commercial-system-not-just-marketinghttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/understand-the-whole-commercial-system-not-just-marketingThu, 02 Jul 2026 21:34:04 +0000Todd KirkMarketing MeasurementBetter commercial decisions come from separating incrementality from organic customer response across the whole commercial system, rather than optimizing one marketing lever at a time. Todd argues that CMOs must move from measuring individual marketing activities to understanding the full commercial system. Models should cover multiple investments, responses, and outcomes together, and separate truly incremental sales from demand that would have happened or merely shifted.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/bad-predictions-usually-come-from-bad-data-systems-not-modelshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/bad-predictions-usually-come-from-bad-data-systems-not-modelsMon, 29 Jun 2026 17:08:03 +0000Todd KirkMarketing MeasurementBefore replacing a predictive model, check whether it is accurately reflecting a flawed system of inconsistent definitions, stale data and weak governance that produced its inputs. Todd argues that analysts too quickly blame predictive models when the real fault lies upstream. Inconsistent definitions, broken processes, stale data and weak governance compound over time, so fixing the surrounding data system should come before replacing the model.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-should-be-measured-as-a-system-not-by-channelhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-should-be-measured-as-a-system-not-by-channelFri, 26 Jun 2026 13:22:03 +0000Todd KirkMarketing MeasurementMarketing investments influence several customer decisions and business outcomes at once, so measuring each channel separately misses how they reinforce or compete with one another. Todd uses Walmart's acquisition of Vibe to argue that media, commerce and analytics are merging into one system. He says modeling all investments together, rather than channel by channel, shows which ones amplify others and which add little incremental value.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-data-reveals-the-whole-marketing-growth-systemhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-data-reveals-the-whole-marketing-growth-systemWed, 24 Jun 2026 22:14:03 +0000Todd KirkMarketing MeasurementRetail media data is most valuable not for sharper targeting but for revealing how marketing investments, shopper behavior, and financial outcomes connect as one system. Todd argues that retail media data should ground marketing decisions in observed shopper behavior, not demographic assumptions. Its real value is showing how content, media, promotions, and merchandising interact, so brands stop optimizing channels in isolation.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-needs-system-level-measurement-not-channel-metricshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/retail-media-needs-system-level-measurement-not-channel-metricsFri, 19 Jun 2026 14:33:04 +0000Todd KirkMarketing MeasurementRetail media should be judged by how it interacts with other marketing investments to create incremental demand, not by channel-level metrics like clicks and ROAS. Todd argues that brands evaluating retail media in isolation miss which spend creates true incrementality. Using a modeling approach across TV, retail media, digital, social and promotions during the World Cup, an online retailer found some placements amplified other channels while others shifted existing demand.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-world-cup-search-data-to-adapt-engagement-continuouslyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-world-cup-search-data-to-adapt-engagement-continuouslyTue, 16 Jun 2026 16:13:03 +0000Todd KirkMarketing MeasurementWorld Cup search surges are best used as a continuous source of real-time data for adapting engagement strategy, not as a cue for one-time ad blitzes. Todd argues that brands treat the World Cup as an isolated promotional moment when search data could guide real-time adjustments. He says continuous use of emerging search trends keeps audiences engaged beyond the event, even for brands that are not FIFA sponsors.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-transformation-is-about-the-system-not-the-toolhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-transformation-is-about-the-system-not-the-toolSun, 14 Jun 2026 17:33:04 +0000Todd KirkMarketing MeasurementCompanies should evaluate AI by the whole decision system it operates within, because isolated AI tools produce local optimization and little enterprise value. Todd draws on Melissa Reeves's book to argue that AI should be assessed at the level of the system, not one use case at a time. Disconnected tools yield "random acts of AI," so organizations need to model, measure, and adapt the whole system.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/impressions-and-attention-both-need-incrementality-as-the-testhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/impressions-and-attention-both-need-incrementality-as-the-testFri, 12 Jun 2026 13:12:04 +0000Todd KirkMarketing MeasurementImpressions and attention are parts of one growth engine, and the only real test of either is whether the spend profitably generates incremental results. Todd argues that impressions and attention are not rival metrics. Impressions create the opportunity for engagement and attention raises the odds of action, so both should sit in one predictive framework judged by whether spend produces incremental growth.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/traditional-metrics-miss-how-ai-is-reshaping-purchase-pathshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/traditional-metrics-miss-how-ai-is-reshaping-purchase-pathsWed, 10 Jun 2026 13:35:05 +0000Todd KirkMarketing MeasurementMarketers who rely only on traditional metrics will miss how AI-driven shifts in customer behavior change purchase paths, so they need AI-powered measurement of true business impact. Todd argues that AI in retail, such as Walmart's real-time recommendations, creates complex cross-channel interactions that traditional measurement overlooks. He recommends AI-powered approaches like Provalytics' Agile Impact Modeling to connect marketing, customer behavior, and financial results.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-advertising-reveals-demand-as-an-interconnected-systemhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-advertising-reveals-demand-as-an-interconnected-systemMon, 08 Jun 2026 13:45:05 +0000Todd KirkMarketing MeasurementAI-powered advertising matters most because it exposes how marketing variables influence one another, helping marketers think in systems instead of optimizing isolated tactics. Todd argues that brand managers who stick to traditional campaigns miss how demand works as a network of variables that affect each other. Adaptive AI advertising surfaces those feedback loops and supports continuous learning over one-variable-at-a-time seasonal optimization.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/conversions-not-views-drive-growth-from-video-advertisinghttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/conversions-not-views-drive-growth-from-video-advertisingFri, 05 Jun 2026 14:27:04 +0000Todd KirkMarketing MeasurementVideo views show reach but not created demand, so marketers should optimize for conversions and for relevance to audience intent rather than for viewership. Todd argues that high view counts can look impressive while contributing little to revenue. In a CPG measurement update, optimizing for conversions instead of impressions showed that more relevant, lower-view videos produced more purchase actions than widely viewed ones.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/delaying-agency-payments-costs-brands-agility-and-trusthttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/delaying-agency-payments-costs-brands-agility-and-trustThu, 04 Jun 2026 04:23:03 +0000Todd KirkMarketing MeasurementDelaying agency payments to save cash erodes trust and responsiveness, while paying promptly makes agencies faster, more creative and better able to adjust campaigns. Todd argues that marketing leaders who treat late agency payments as a harmless cost-saver are wrong. Drawing on a CPG client that switched to prompt payment, he says timely pay brings faster campaign adjustments, better creative and stronger supplier efficiency.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/relying-on-google-ads-alone-obscures-true-marketing-roihttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/relying-on-google-ads-alone-obscures-true-marketing-roiMon, 01 Jun 2026 15:45:04 +0000Todd KirkMarketing MeasurementConcentrating ad spend on one platform with opaque pricing hides underperformance, while spreading budget across channels makes incrementality and efficiency measurable. Todd argues that putting most of a budget into Google Ads creates blind spots, because unclear pricing and conversion tracking make returns hard to verify. In a retail case, social and email outperformed expectations, and diversifying channels made ROI clearer.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-native-advertising-helps-reach-the-growing-us-soccer-audiencehttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-native-advertising-helps-reach-the-growing-us-soccer-audienceMon, 01 Jun 2026 15:10:05 +0000Todd KirkMarketing MeasurementTraditional demographic targeting misses the nuanced preferences of soccer fans, and AI-driven personalization appears to improve engagement and incrementality when campaigns match audience interests. Todd argues that marketers relying on demographic targeting miss the preferences of America's growing soccer audience. In a pilot study with a sports apparel brand, adding AI to media planning appeared to improve incrementality, though Todd notes results are far from perfect.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketers-should-adopt-ai-model-exchanges-for-predictive-workhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketers-should-adopt-ai-model-exchanges-for-predictive-workWed, 27 May 2026 11:42:04 +0000Todd KirkMarketing MeasurementMarketers who route prompts across many AI models through one API can move from retrospective analysis to predictive modeling that adapts to new data. Todd argues that unified AI routing services like OpenRouter are essential rather than experimental for marketers. Using the right model for each task, instead of relying on historical data alone, should sharpen targeting and allow real-time strategy adjustments.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-automation-frees-marketing-teams-for-creative-strategyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-automation-frees-marketing-teams-for-creative-strategyTue, 26 May 2026 17:38:03 +0000Todd KirkMarketing MeasurementAutomating repetitive tasks like data parsing with AI frees marketing teams to focus on strategy and creativity, so sticking to old workflows out of fear holds agencies back. Todd argues that marketers who cling to familiar workflows for fear of losing control miss out. At Provalytics, automating routine data work let a smaller agency's analysts support strategy, and its brands noticed more creative campaigns.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/static-measurement-models-miss-how-ai-reshapes-buyer-journeyshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/static-measurement-models-miss-how-ai-reshapes-buyer-journeysSat, 23 May 2026 14:57:03 +0000Todd KirkMarketing MeasurementMeasurement models that treat past customer patterns as reliable guides will mislead strategy as AI changes how buyers find and choose brands. Todd argues that many measurement providers still rely on multiple separate models built on past behavior, which ignore AI's effect on buyer journeys. He says near real-time AI engagement data can turn static models into dynamic insight and support retention.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/test-ai-advertising-tools-before-trusting-them-with-campaignshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/test-ai-advertising-tools-before-trusting-them-with-campaignsFri, 22 May 2026 12:56:03 +0000Todd KirkMarketing MeasurementMarketers who adopt AI advertising tools without rigorously testing them risk missing customer shifts, so human oversight of AI outputs remains essential. Todd argues that marketers who trust AI ad tools without validating results miss changes in customer behavior. Human oversight, or a dedicated analytics platform, is still needed to interpret outputs and keep campaigns aligned with shifting customer needs.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/click-based-attribution-no-longer-fits-how-people-buyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/click-based-attribution-no-longer-fits-how-people-buyThu, 21 May 2026 14:45:05 +0000Todd KirkMarketing MeasurementMarketers relying on last-click attribution are measuring a world that no longer exists, and measurement should instead show how media exposure changes customer behavior and business outcomes. Todd argues that last-click attribution misses the impact of connected TV, podcasts, influencers and retail media, which often produce no trackable click. He says measurement should model how spend, timing, audiences and creative change behavior, rather than follow individual users through pixels.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/click-based-attribution-is-defunding-top-of-funnel-marketinghttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/click-based-attribution-is-defunding-top-of-funnel-marketingWed, 20 May 2026 13:31:03 +0000Todd KirkMarketing MeasurementRelying only on clicks leads marketers to defund top-of-funnel activity that creates demand, so measurement needs to go beyond clickstream attribution. Todd argues that marketers who rely on clickstream attribution are misreading what drives conversions. Last-click channels get credit while top-of-funnel work is defunded, and a probability-based modeling approach that needs no cookies or clicks gives a fuller picture.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/more-data-does-not-produce-better-decisions-on-its-ownhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/more-data-does-not-produce-better-decisions-on-its-ownMon, 18 May 2026 18:15:05 +0000Todd KirkMarketing MeasurementCollecting more data makes meaning harder to extract, so the real advantage comes from choosing which metrics matter and ignoring the rest. Todd argues that piling up data leads to indecision and clouds the KPIs that matter. Citing Publicis's planned LiveRamp acquisition as a sign of data's importance, Todd says clarity, focus and action beat volume and sophisticated tooling.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-ad-tools-need-human-strategy-to-deliverhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-ad-tools-need-human-strategy-to-deliverFri, 15 May 2026 16:04:03 +0000Todd KirkMarketing MeasurementAI ad tools alone won't deliver results; success depends on blending them with human creativity and strategy rather than relying on the technology by itself. Todd argues that sophisticated AI ad tools are stalling because of algorithmic complexity and steep learning curves. Over-reliance on AI risks campaigns that lack human touch, so data must be paired with creativity and strategic integration.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/programmatic-tv-needs-granular-measurement-not-aggregate-mmmhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/programmatic-tv-needs-granular-measurement-not-aggregate-mmmThu, 14 May 2026 20:08:03 +0000Todd KirkMarketing MeasurementProgrammatic TV's targeting precision is wasted unless measurement covers each combination of campaign, audience, creative, publisher, format, geography and placement rather than just channel-level results. Todd argues that as TV moves into programmatic buying, marketers who rely on measurement limited to channel or platform performance will pay premiums for noise. He says effectiveness and efficiency need to be tracked at a granular level to make the targeting pay off.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/granular-media-data-beats-aggregate-mmm-for-ctv-precision-targetinghttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/granular-media-data-beats-aggregate-mmm-for-ctv-precision-targetingMon, 11 May 2026 16:32:03 +0000Todd KirkMarketing MeasurementMarketing mix models that report only channel and platform totals bury the value of precision targeting, so measurement has to reach campaign, audience, creative and placement detail. Todd argues that CTV's growth and precision targeting are wasted if marketing mix models stop at channel and platform level. Measurement needs granular detail on audiences, creatives, publishers and placements, or AI ends up optimizing on averages.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/aggregate-mmm-models-will-miss-the-shift-to-b2b-ctvhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/aggregate-mmm-models-will-miss-the-shift-to-b2b-ctvMon, 11 May 2026 01:15:04 +0000Todd KirkMarketing MeasurementB2B advertisers moving into CTV need measurement that shows results for specific combinations of campaign, audience, creative and placement, because aggregate models will miss where the return comes from. Todd argues that LinkedIn and Amazon are changing B2B advertising through CTV targeting of professionals. Aggregate marketing mix models will leave advertisers behind, so Todd favors granular measurement across campaigns, audiences, creatives, publishers, formats, geographies and placements.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/data-needs-a-narrative-to-turn-insights-into-impacthttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/data-needs-a-narrative-to-turn-insights-into-impactSat, 02 May 2026 16:49:02 +0000Todd KirkMarketing MeasurementAnalytics only drives results when insights are framed in the audience's own narrative, with human intuition guiding what AI finds. Todd argues that mastering data is not enough in analytics. Insights need context from the audience's perspective to lead to action, and AI works best when paired with human intuition, advocate feedback and a feel for the unknown.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-to-enhance-creativity-not-replace-ithttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-to-enhance-creativity-not-replace-itFri, 01 May 2026 14:08:03 +0000Todd KirkMarketing MeasurementAI is most useful in marketing when it supports human storytelling and intuition, because automated insights without a narrative fail to engage people. Todd argues that AI should enhance creativity rather than replace it. Automated insights lack impact without narrative, so Todd pairs AI with proprietary algorithms to build meaningful measurement strategies instead of generating more data, keeping human intuition central.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-must-link-spend-to-business-outcomes-not-clickshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-must-link-spend-to-business-outcomes-not-clicksWed, 29 Apr 2026 15:34:03 +0000Todd KirkMarketing MeasurementMarketing spend should be linked to business outcomes rather than clicks and impressions, or it will keep being treated as overhead and cut when budgets tighten. Todd argues that CEOs who treat marketing as overhead miss its economic impact, and that analytics must move past impressions. Connecting campaign details like platforms, audiences, creative and copy to results would let marketing show its value as a growth driver.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/insight-only-matters-when-it-turns-into-actionhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/insight-only-matters-when-it-turns-into-actionMon, 27 Apr 2026 14:16:03 +0000Todd KirkMarketing MeasurementData insights create value only when they are turned into strategy, and creativity and intuition are what make that strategy produce breakthroughs. Todd argues that gathering insights is not enough if they sit idle. Data should guide marketing, but creativity and intuition turn it into strategy that drives engagement and conversion, and relying on data alone risks stagnation.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-should-generate-options-while-humans-weigh-themhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-should-generate-options-while-humans-weigh-themMon, 27 Apr 2026 14:10:04 +0000Todd KirkMarketing MeasurementAI can generate options for decisions, but people still have to weigh them, and oversight must get stricter as AI use grows. Todd argues that organizations should check whether their strategies are ready before adopting AI. AI can produce options, but data scientists must weigh them, verify results rigorously, and keep human judgment central as data infrastructure and analytics frameworks adapt.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-speeds-up-marketing-analytics-but-human-insight-must-stayhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-speeds-up-marketing-analytics-but-human-insight-must-staySat, 25 Apr 2026 16:49:04 +0000Todd KirkMarketing MeasurementAI that handles pattern detection at speed frees data scientists to focus on insight, as long as human judgment still guides the analysis. Todd, a longtime skeptic, says GPT5.5 looks like a real step forward for marketing analytics at Provalytics because it processes large datasets quickly and frees the data science team for algorithm work. He insists human insight must still guide the narrative.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/creative-level-data-beats-channel-aggregates-on-tiktokhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/creative-level-data-beats-channel-aggregates-on-tiktokThu, 23 Apr 2026 15:45:04 +0000Todd KirkMarketing MeasurementMeasuring ROAS at the individual creative level, not just channel totals, shows which sounds and challenges drive TikTok virality without losing creativity. Todd argues that TikTok analytics work best when granular, creative-level data is paired with human intuition. Relying on channel and platform aggregates can hide what makes content work, as shown by a hesitant brand the Provalytics team advised.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-data-is-an-investment-not-an-expensehttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/marketing-data-is-an-investment-not-an-expenseMon, 20 Apr 2026 12:55:03 +0000Todd KirkMarketing MeasurementMarketing data pays off as an investment when analytical precision is combined with human insight and empathy, rather than relying on AI alone. Todd argues that marketing data should be treated as an investment rather than a cost. Value comes from pairing analytics with creative intuition and empathy, since relying only on AI risks missing the nuances that connect with customers.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-for-efficiency-but-anchor-decisions-in-human-insighthttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-for-efficiency-but-anchor-decisions-in-human-insightSat, 18 Apr 2026 17:10:04 +0000Todd KirkMarketing MeasurementAI can handle efficiency work, but human intuition, creativity and strategic foresight should anchor decisions, because imagination combined with data produces the strongest strategies. Todd argues that as AI absorbs most routine tasks, people's value lies in intuition, creativity and strategic foresight. He says AI should be used for efficiency while decisions stay grounded in human insight, since imagination paired with data yields exceptional strategies.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-to-enhance-human-marketing-strategy-not-replace-ithttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/use-ai-to-enhance-human-marketing-strategy-not-replace-itSat, 18 Apr 2026 16:51:03 +0000Todd KirkMarketing MeasurementMarketers should use AI and analytics to strengthen human judgment in campaign planning, because relying on algorithms alone risks losing the story behind the data. Todd points to Netflix's 16% ad revenue increase as evidence that brands are investing in AI-driven advertising. He cautions that over-relying on algorithms sacrifices intuition, and says the real question is how marketers adopt these tools, not whether they do.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-can-inform-marketing-strategy-but-not-replace-human-judgmenthttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-can-inform-marketing-strategy-but-not-replace-human-judgmentThu, 16 Apr 2026 12:43:03 +0000Todd KirkMarketing MeasurementAlgorithms can surface patterns in marketing data, but turning those insights into strategy still depends on human empathy, intuition and interpretation. Todd uses Starbucks' AI drink predictions to ask whether algorithms can capture the subtleties of human-driven strategy. He argues that data models are approximations, and that marketers who rely only on them risk losing human connection. AI should enhance decisions, not replace them.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/meta-overtaking-google-signals-a-real-shift-in-ad-strategyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/meta-overtaking-google-signals-a-real-shift-in-ad-strategyWed, 15 Apr 2026 13:57:04 +0000Todd KirkMarketing MeasurementMeta overtaking Google in digital ad revenue, as projected, signals a shift toward AI-driven targeting that marketers should plan their budgets around. Todd argues that eMarketer's projection of Meta passing Google in ad revenue reflects a real market shift driven by AI personalization. Marketers should align their ad budgets with AI advances, and Todd's company is retooling its platform accordingly.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/more-marketing-data-does-not-mean-better-decisionshttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/more-marketing-data-does-not-mean-better-decisionsTue, 14 Apr 2026 03:42:03 +0000Todd KirkMarketing MeasurementImpressive dashboards mean little unless the data guides decisions, so marketers should favor actionable insight over sheer volume of numbers. Todd argues that marketers are overwhelmed by data while meaningful action lags, confusing noise with value. He says dashboards must guide decisions, and that AI should help apply data in line with established marketing know-how rather than preserve comfort.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-ad-budgets-risk-becoming-a-tech-trap-without-strategyhttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/ai-ad-budgets-risk-becoming-a-tech-trap-without-strategyTue, 14 Apr 2026 03:31:03 +0000Todd KirkMarketing MeasurementShifting ad budgets into AI channels without strategic alignment is a tech trap, and fine-tuning existing platforms is often the more pragmatic use of spend. Todd argues that AI has become its own media channel, pulling budget from performance channels. With a third of ad spend already concentrated on about ten platforms, Todd warns against chasing hype and urges optimizing existing platforms and prioritizing actionable metrics.https://theexpertindex.ai/experts/marketing-measurement/todd-kirk/pair-ai-advances-with-marketing-fundamentals-not-hypehttps://theexpertindex.ai/experts/marketing-measurement/todd-kirk/pair-ai-advances-with-marketing-fundamentals-not-hypeSat, 11 Apr 2026 19:42:02 +0000Todd KirkMarketing MeasurementMarketers should integrate new AI advances cautiously alongside timeless fundamentals, prioritizing strategic integration over hasty adoption of every shiny new technology. Todd questions whether excitement around TSMC's record AI chip surge is pulling marketers away from fundamentals. Todd argues for using the surge to recalibrate, pairing new advances with established practice and favoring deliberate integration over rushed adoption.