I have spent a meaningful part of the last fifteen years building measurement frameworks. At Publicis, during the digital-insights years, measurement was the product — figuring out what a marketing dollar actually bought, in a world where the tooling was changing faster than the accounting. At Xynteo, measurement was the vocabulary we used to tell purpose-led businesses whether their purpose was actually working. At Laminar and now at APMC, measurement is what lets us tell the difference between a streaming service that is growing and one that is running on momentum from a previous decision.

After fifteen years of this, I have developed one strongly held view.