114. Marketing's Credibility Problem: What Attribution Gets Wrong and Incrementality Gets Right w. Analytic Partners’ Paul Sinkinson

Marketing teams have never had more data available to them, yet many still find it hard (often harder than ever) to confidently answer a simple question: what’s actually driving growth?

In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder and Host James Lawrence sits down with Paul Sinkinson, Managing Director for APAC at Analytic Partners, to explore how marketing measurement is evolving and where marketers still get it wrong. They discuss why incrementality remains one of the most misunderstood concepts in marketing and how leading brands are balancing short-term optimisation with long-term growth.

Key Takeaways:

• What has changed in marketing measurement over the past two years and why marketers are adopting a more holistic approach
• The growing challenge of fragmented platform measurement and conflicting data sources
• How marketers should think about attribution today and where it still provides value
• What incrementality really means and why it matters more than most marketers realise
• How marketers can build credibility with CFOs and leadership teams through better measurement
• Why some brands gain market share during economic downturns while others pull back
• How fast-growing brands can transition from performance-led growth to investing in future demand
• Paul’s predictions on the future of measurement, brand building and distinctive brand assets

Guest:

Paul Sinkinson is the Managing Director of Sydney-based global marketing consultancy Analytic Partners, which delivers customised analytics that improve sales and marketing ROI. He has over 20 years of marketing analytics experience across many of Australia’s leading brands, and was previously a Partner at the Leading Edge, and Director at Nielsen, to name a few.

Follow Paul on LinkedIn.

Find Us Online:

• James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
• Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
• Rocket Agency Website: https://rocketagency.com.au/
• Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

• Hardcover: https://amzn.to/30O63kg
• Kindle: https://amzn.to/2ZqfCWm