With growing pressure to prove impact, linking brand awareness to ROI isn’t optional—it’s essential. In the latest edition of iSpot’s Measurement Mavens series, Mark Myers, Chief Commercial Officer at iSpot, shares his perspective on why full-funnel measurement is becoming the backbone of growth-focused marketing organizations.
Smart brands recognize that measurement isn’t just about reporting—it’s a growth engine. Myers explains how unified measurement across creative, audience, and outcomes enables marketers to show exactly how their investments are driving top-line business growth. As Myers puts it, “Marketing is often seen as an expense. The smarter organizations see it as an investment in growth and the future.”
But making that case requires more than intuition. CMOs need clear, defensible metrics that they can take to CFOs and CEOs to secure buy-in and budget. iSpot’s unified platform arms them with the data they need to have those critical conversations—helping marketing leaders not only prove their value but also guide strategic business decisions.
Looking ahead, Myers is excited about further integrating creative and audience insights directly into outcome measurement. By aligning metrics like purchase intent and creative breakthrough with audience segments and conversion data, marketers can gain an even more powerful, holistic view of performance.
The future of measurement is unified, actionable, and built for business growth—and iSpot is leading the way.