analytics

Three CPG product silhouettes (Nestle bottle, Haleon medicine pack, Molson Coors beer can) under a fractured marketing measurement dashboard with cracked MMM lines

Nestlé, Haleon, and Molson Coors All Conceded Their Measurement Is Broken

Three CPG marketing leads at Nestlé, Haleon, and Molson Coors said in late April that their measurement systems are broken. None of them named the tool replacing them. The IAB State of Data 2026 report explains why: 75% of marketers say their attribution, incrementality, and MMM are not delivering the

Stretched timeline graphic showing the gap between Hershey's 2024 marketing spend and the mid-2025 read, with a multi-agent MMM dashboard alongside.

Hershey's $450M Media Team Was Reading 2024 Data Halfway Through 2025

The Hershey Company partnered with Mutinex and Tracer to compress its marketing mix modeling cycle from months to three weeks using agentic AI. Hershey's VP of media and marketing technology, Vinny Rinaldi, told Adweek the team got its 2024 spend read midway through 2025, while planning for 2026

Magazine collage showing a server log printout with highlighted bot user-agent strings overlaid on a stylized rising bar chart, in muted retro print colors.

Agent Traffic Grew 7,851%. Most Analytics Still Counts It as Buyer Intent.

HUMAN Security's 2026 State of AI Traffic report measured automated traffic growth at 23.51% in 2025 against 3.10% for humans, with agentic browsers up 7,851% year over year. Most marketing analytics still credits those sessions as buyer intent, which silently inflates CPA on every campaign

Stylized dark data visualization showing overlapping cross-media reach venn between TV and digital channels with green accent and 30 to 42 percent shift annotation

AudienceProject Counted Heineken's Reach and Found Meta Beat TV 19.4x

AudienceProject's April 2026 white paper documented a Heineken cross-media test where Meta delivered 19.4x more efficient incremental reach than linear television. The brewery moved digital from 30% to 42% of media spend in response. The wider data point sitting underneath the case: only 55% of UK TV

Dark data dashboard showing MiQ's 53M household study: 43% marketer measurement confidence, 30-minute purchase window, fragmented funnel diagram.

MiQ Mapped 53M Households and Found Only 43% of Marketers Trust Measurement

MiQ's "From Funnel to Flexibility" report, published April 22, 2026, analyzed 700 trillion signals across 53 million households over seven days and surveyed 4,000 consumers plus 600 marketing professionals. The buried number isn't the 87% who switch digital activities hourly. It's

Dark data-viz funnel chart showing 393% AI retail traffic spike feeding a GA4 table where the 'Direct' column glows red, with ChatGPT and Perplexity logos at the inputs.

Adobe's 393% AI Retail Traffic Jump Is Mostly Invisible in GA4

AI traffic to US retail sites grew 393% in Q1 2026 versus the year prior, based on Adobe Analytics data covering over one trillion visits. Separately, a Workshop Digital study of 181.6 million GA4 sessions found 22% of ChatGPT sessions and 32% of Perplexity sessions land in a "

Dark data visualization showing an AI referral traffic line crossing above a human traffic conversion line at 42 percent, with retail product page icons and a broken lock symbol.

AI Shoppers Outconvert Humans by 42% on Retail Sites (Up From 38% Worse)

AI-referred traffic to US retailers grew 393% in Q1 2026 and now converts 42% better than non-AI traffic, according to Adobe Analytics. A year earlier, that same AI traffic was converting 38% worse than human visitors. The fix most retailers still have not made: roughly 34% of product pages are