Description
TikTok may appear to deliver stronger short-term ROI than television, but Santosh Nair explains why marketing measurement needs to account for the entire consumer journey.
In this episode of Simulated Reality, Santosh Nair, Senior Vice President & Co-Head of Analytic Edge, explains how companies measure advertising effectiveness across television, YouTube, Instagram, Facebook and TikTok. He discusses Analytic Edge's acquisition by C5i, the challenge of measuring approximately $3.8 billion in advertising spend, marketing mix modelling, full-funnel measurement, the limits of last-click attribution, and how AI and agentic systems could reshape marketing analytics. Santosh also shares lessons from building Analytic Edge, the importance of transparent glass-box models, why short-term ROI can mislead organisations, and why human judgement will remain essential in the final marketing decision.
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CHAPTERS:
0:00 Santosh Nair on AI and Marketing Analytics
2:43 Analytic Edge's Acquisition by C5i
9:27 TikTok vs TV: Measuring Advertising ROI
16:27 Building a Marketing Analytics Product
24:56 Measuring $3.8 Billion in Ad Spend
27:55 The Future of Marketing Measurement
32:15 Why CFOs Demand Measurable Marketing ROI
36:18 Analytic Edge's Thoughtware and IP
38:27 AI and Agentic Marketing Analytics
41:25 The Risk of Short-Term ROI
42:23 Full-Funnel Marketing Measurement
46:19 MMM vs Last-Click Attribution
48:03 Humans vs AI in Marketing
#MarketingAnalytics #AdvertisingROI #AIinMarketing #TikTokAdvertising #TVAdvertising #TechTalks #AIMNetwork
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