Why 2025 Is the Year of Marketing Measurement Triangulation — with Meta’s Igor Skokan

What happened in marketing measurement in 2024 and what’s happening in 2025? Marketing measurement is growing by the day, and staying ahead means knowing what’s working (and what’s not). For our first episode of Marketing Measurement Matters in 2025, we spoke to Igor Skokan, Marketing Science Director at Meta, to break down the biggest changes in measurement from 2024. We cover key trends, lessons learned, and what they mean for B2B marketing measurement. As well as share predictions for 2025, what changes are coming and what marketers need to prepare for for the future of measurement. If you want to stay ahead in all things marketing measurement, check out the episode and subscribe for our weekly podcast episode of Marketing Measurement Matters! For more resources on MMM and digital marketing analytics, check out our videos on the topic! 🔗 ⬇️ 👉 What is MMM? MMM Explained in less that 10 minutes 🔗 https://www.youtube.com/watch?v=LIQbP8Gv6cQ&t=434s 👉 MMM case study 🔗 https://www.youtube.com/watch?v=WNPYot67s9Q&t=9s 👉 Beginners Guide to MMM 🔗 https://youtube.com/playlist?list=PLDXQ62F-Co_v24zx80hWU04GbWUR-Nvei&si=94aHlhiJWuUhpLVf Subscribe for all the great content you need to be a better marketer 👉 @WeAreFunnel STAY TUNED:👇 LinkedIn: https://www.linkedin.com/company/funnel-io/ Instagram: https://www.instagram.com/funnel.io/ TikTok: https://www.tiktok.com/@wearefunnel Blog: https://funnel.io/blog #marketingmixmodeling #marketinganalytics #marketingmix #mmm #marketingmeasurement #dataanalytics #dataanalysis #marketingdata #marketingdigital #digitalmarketingtips #digitalmarketing