Topic

Customer behavior

Every post on the Index about customer behavior.

2 posts

Marketing Measurement · July 22, 2026

Marketing success is many customer responses, not one metric

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.

By Todd Kirk

Marketing Measurement · June 10, 2026

Traditional metrics miss how AI is reshaping purchase paths

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.

By Todd Kirk