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Jim Burchell shared thisThis is a really interesting article about how AI needs ongoing human oversight. Though written from the perspective of the CFO, it applies to every member of the C-Suite.ADP AI legal chief: CFOs take a ‘human in the loop’ approachADP AI legal chief: CFOs take a ‘human in the loop’ approach
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Jim Burchell posted thisOkay...this post makes me feel like the guy who in 2026 tells a friend - "hey, have you heard about the comedy Seinfeld? It's really good and you should watch it." About a year ago I stumbled across the podcast Acquired that started 11 years ago. As background, I love podcasts. Politics, sports, The Rewatchables, etc. This is a podcast that makes me think, informs me and entertains me all at the same time. To put it another way, the episode on Costco Wholesale made me wish I'd gone to work for the company back when it was Price Club.
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Jim Burchell posted thisShopify - if I may say so, your retailers asking for a tip on an e-commerce transaction is not a good look.
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Jim Burchell shared thisReposting for reach….Jim Burchell shared thisPLEASE READ!!! PLEASE HELP!! One our Client’s at Razorfish has been traveling in Japan. Their son has gone missing. I am sending a plea to any and all followers in my network to simply reshare this article I am including here. It has a photo James “Westin” Higginbotham. This is not a joke. I have many friends and former colleagues in the JAPAC region. Please share and urge your followers to share. This is truly a dire situation and anything and everything could make an impact. Long shot or not I appreciate any and all who can take 7 seconds out of their day to amplify this post. https://lnkd.in/gMEzGgAt
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Jim Burchell shared thisReposting for reach…BTW, a great team.Jim Burchell shared thisWe’re hiring! I’m looking for a Senior Manager, Marketing Measurement to join our team at Bloomberg Media. If you’re a data-driven leader who knows how to translate complex analytics into high-level marketing strategy, we want to hear from you. You’ll be at the center of how we measure impact and drive growth across our global marketing initiatives. Check out the details and apply! https://lnkd.in/e4pESqG6 Know someone who might be a great fit? Please tag them or share this post. #Bloomberg #Hiring #MarketingAnalytics #Measurement #Jobs
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Jim Burchell posted this#OpenToWork The hashtag no one likes to use. I got laid off from a job that I truly enjoyed a few weeks ago. I must admit, it still stings a bit. The work was very interesting, the people were great, and the product delivered. The reality is that in today’s uncertain economic times, businesses must adapt, and senior leaders must make difficult choices for the good of the company. I understand that. All of that is why I’ll be cheering on the Measured team moving forward.
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Jim Burchell shared thisReposting for reach...Jim Burchell shared thisI'm hiring! 📣 Looking for someone who knows the media / programmatic landscape and loves all things sports & concerts to join my team at SeatGeek. Apply here or share with someone who might be interested: https://lnkd.in/ggCE-hg4Media Planner, Programmatic at SeatGeek | SeatGeekMedia Planner, Programmatic at SeatGeek | SeatGeek
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Jim Burchell shared thisAs usual, Jarah Burke Alm is spot on once again. Comment "MiROAS" or DM me if you'd like to learn more.Jim Burchell shared thisIt's time to stop using iROAS. If you want to decide: - Where to spend more - Where to spend less - How much revenue you'll make if you spend more - How much revenue you will lose if you spend less You need to use Marginal iROAS. Media buying is hard, frustrating, and subjective because you're looking at a iROAS as a means to optimize your marginal iROAS. What you need to know is the return on the last dollar spent or the next dollar you spend. It's easy to forget, iROAS is just the average return on the money you spent. The first dollars got a much higher rate of return and the final dollars got a lower rate of return. The tough part is actually setting up measurement so you know your Marginal iROAS. After that, media buying is relatively straightforward.
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Jim Burchell shared thisMeasured will be releasing our 2026 Guide to CTV next week. Why is CTV so important? Driven in large part by cord-cutting and advanced targeting, CTV is set to surpass traditional TV ad spending by 2028. Comment CTV or DM me and I'll send you the guide once it's published.Jim Burchell shared thisAd Age just published where brands plan to spend more in Q2 2026. CTV and digital video continue to climb. No surprise there. Here’s what the spending trends don’t tell you: Over 30% of the largest US advertisers (spending $50M+ annually) don’t use CTV at all. For those that do, CTV is outperforming the #1 video platform marketers rely on: CTV retargeting: 2x incremental ROAS CTV prospecting: 3.3x incremental sales The industry keeps tabs of where dollars are moving. The more serious question is if those dollars are moving to where they actually work hardest. A third of major advertisers haven’t touched the channel generating multiples of the incremental return of the one nearly everyone defaults to. We're releasing our 2026 Guide to CTV next week - research that goes deeper into what’s working for this channel and where the opportunity is. 📊 Ad Age piece in comments for now. #CTV #Incrementality #MediaMeasurement #ConnectedTV
Jim Burchell commented on a post
1mo
As many have commented, I understand your point of view, but what about this example? Salesforce hired aggressively during Covid as they thought the uptick in ecommerce was the new normal…only to lay off a significant number of people hired during that phase - as well as many long-term ExactTarget employees with infamous 4am emails - only a few years later.
It begs the question - whose fault is it? The person who got hired or the company that inaccurately forecasted and mismanaged their business? Your post is a VERY slippery slope because you’re ignoring the companies that don’t do a good job at managing their own business.
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Jim Burchell liked thisJim Burchell liked thisI’m honored to step into the CEO role at John Hardy. Grateful to the team for all we’ve built together, and excited for all that's ahead. www.JohnHardy.com
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Jim Burchell liked thisJim Burchell liked this🚀 We're growing our Enterprise + Commercial AE teams at Qualified (Acquired by Salesforce). This isn't your typical AE opportunity - Qualified is now being incubated within Salesforce Labs, creating something that's incredibly rare: the speed, ownership, and impact of an early-stage startup, backed by the scale, stability, and customer ecosystem of Salesforce. We're building at the forefront of Agentic AI with Piper, our AI SDR Agent. With 700+ AI agents already live in production, this isn't a vision—it's happening today. Why join now? ⭐ Startup-caliber ownership without startup-caliber risk ⭐ FY26 average AE attainment was well-over 100% ⭐ Uncapped earnings ⭐ Sell a category-defining AI product with Salesforce's distribution behind you If you're an Account Executive who loves building, wants to be part of the next wave of AI, and is looking for a company with incredible momentum, I'd love to connect. Feel free to message me directly or drop a comment below! https://lnkd.in/g4tgiq9U https://lnkd.in/gdHufeBm
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Jim Burchell reacted on thisJim Burchell reacted on thisI’m happy to share that I’m starting a new position as Vice President, Marketing and Membership at CAA Atlantic!
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Jim Burchell liked thisJim Burchell liked thisMy life over the last 5 years, and I'm a bit proud of myself… 85 pounds gone. 4 years sober. A thriving business built on trust and purpose. A life reimagined on the coast of Portugal with mi amor. And more peace in my heart. I'm excited to build, connect, and get back on stage to share H2H 2.0. Growth isn't a straight line, but damn, it's beautiful.
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Jim Burchell liked thisJim Burchell liked this����𝗠𝗠 𝗧𝗥𝗨𝗧𝗛 𝗦𝗘𝗥𝗜𝗘𝗦 | 𝗧𝗛𝗘 𝗗𝗢𝗪𝗡𝗟𝗢𝗔𝗗 Over the last seven weeks we've challenged some of the biggest assumptions behind traditional Marketing Mix Modelling. We talked about: 🟢 Collinearity 🔵 Overfitting 🟣 Local optima 🟠 Attribution instability 🔵 Response curve assumptions 🟢 Static models in dynamic markets 🟣 And finally... time. The response has been incredible. Thank you to everyone who's read, commented and challenged the conversation. Rather than leave the series scattered across LinkedIn, we've pulled everything together into one practical guide. The MMM Reality Check 𝟳 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗔𝘀𝗸 𝗕𝗲𝗳𝗼𝗿𝗲 𝗬𝗼𝘂 𝗧𝗿𝘂𝘀𝘁 𝗬𝗼𝘂𝗿 𝗠𝗼𝗱𝗲𝗹. 𝗧𝗵𝗶𝘀 𝗶𝘀𝗻'𝘁 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝘄𝗵𝗶𝘁𝗲 𝗽𝗮𝗽𝗲𝗿. It's a boardroom-ready checklist designed to help marketers ask better questions before making multi-million-pound investment decisions. If you're responsible for marketing effectiveness, budget allocation or MMM, I think you'll find it useful. 𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗶𝘁 𝗵𝗲𝗿𝗲: https://lnkd.in/eyYsuex8 I'd genuinely love your feedback. Which of the seven truths resonated most with you? #MarketingDecisionIntelligence #MMM #MarketingAnalytics #MarketingEffectiveness #DecisionIntelligence #CMO #MarTech
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Jim Burchell liked thisJim Burchell liked thisI’m excited to share that I’ve joined Apptor-AI as Head of Direct Selling. After more than 30 years in and around direct selling, one thing has remained remarkably consistent: companies have no shortage of data. The harder challenge is knowing what is likely to happen next, and having the intelligence to act on it at scale. That’s what caught my attention about Apptor. Apptor is an AI-native platform built for the corporate side of direct selling. It uses predictive AI to better understand distributor and customer behavior, anticipate what is likely to happen next, and help companies take timely, targeted action. The platform can continuously identify opportunities and risks and autonomously trigger actions within company-defined strategies and guardrails to improve retention, engagement, and growth. What made the opportunity especially compelling to me was the combination of the technology, the early adoption within direct selling, and the measurable results already being produced. My role is to build and lead Apptor’s Direct Selling business globally, working with companies, executives, and industry partners to help turn AI from an interesting idea into practical commercial outcomes. I’m looking forward to reconnecting with many friends across the industry, meeting some new ones, and having a lot of conversations about where predictive AI can genuinely make a difference. And I’m very excited to be working with Yoav Shpringer and the Apptor-AI team on what comes next. #DirectSelling #PredictiveAI
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Jim Burchell liked thisJim Burchell liked this𝗡𝗘𝗫𝗧 𝗪𝗘𝗘𝗞: The Five Questions Marketing Needs to Answer. We spend billions every year trying to answer one question: "𝗗𝗶𝗱 𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘄𝗼𝗿𝗸?" It's an expensive question, but it's only the start of the road. Because knowing 𝘄𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱 doesn't prove what caused it. Knowing 𝘄𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝗲𝗱 in Q1 doesn't tell you 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝘁𝗼𝗱𝗮𝘆. And knowing 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝘁𝗼𝗱𝗮𝘆 still doesn't reveal 𝘄𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂 𝘀𝗵𝗶𝗳𝘁 𝘁𝗵𝗲 𝗯𝘂𝗱𝗴𝗲𝘁 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄. Most measurements stop at the rear-view mirror. But commercial leaders don't get paid to explain the past; they get paid to decide what to do next. Following on from our 𝗠𝗠𝗠 𝗧𝗿𝘂𝘁𝗵 𝗦𝗲𝗿𝗶𝗲𝘀, we’re launching our next deep dive: 𝗧𝗛𝗘 𝗙𝗜𝗩𝗘 𝗤𝗨𝗘𝗦𝗧𝗜𝗢𝗡𝗦 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 𝗡𝗘𝗘𝗗𝗦 𝗧𝗢 𝗔𝗡𝗦𝗪𝗘𝗥 🔵 #𝟭 𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱? | The Past 🟢 #𝟮 𝗪𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝗲𝗱? | Causality 🟣 #𝟯 𝗪𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗻𝗼𝘄? | The Present 🟠 #𝟰 𝗪𝗵𝗮𝘁 𝗶𝗳? | The Future 🟡 #𝟱 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗱𝗼 𝗻𝗲𝘅𝘁? | The Decision Over the coming weeks, we’ll explore each stage along this road, and show why answering all five fundamentally changes how we think about marketing effectiveness. Better decisions don’t start with more data points. 𝗧𝗵𝗲𝘆 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀. Question #1 drops next week. #MarketingDecisionIntelligence #MarketingAnalytics #MarketingEffectiveness #MMM #CMO #DecisionIntelligence #MarTech
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Jim Burchell liked thisJim Burchell liked thisSeven weeks deconstructing how traditional MMM breaks down. Seven mathematical flaws leading multi-million-pound budgets astray. Here is the uncomfortable truth tying them all together. ...see more Over the past seven weeks, we’ve examined why legacy marketing mix models fail in the real world: 🔴 #𝟭 𝗖𝗼𝗹𝗹𝗶𝗻𝗲𝗮𝗿𝗶𝘁𝘆: When channels move together, the model guesses which one actually drove the sale. 🟠 #𝟮 𝗢𝘃𝗲𝗿𝗳𝗶𝘁𝘁𝗶𝗻𝗴: It explains the past with mathematical perfection, then collapses the moment consumer behavior shifts. 🟡 #𝟯 𝗟𝗼𝗰𝗮𝗹 𝗢𝗽𝘁𝗶𝗺𝗮: The algorithm settles for the first "good enough" statistical match, blind to the true global optimum. 🟢 #𝟰 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗜𝗻𝘀𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: A minor date cut or fresh pull, and your channel credit swings wildly overnight. 🔵 #𝟱 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗖𝘂𝗿𝘃𝗲 𝗔𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀: Forcing static curves and fixed adstock assumptions onto dynamic, living consumer demand. 🟣 #𝟲 𝗦𝘁𝗮𝘁𝗶𝗰 𝗠𝗼𝗱𝗲𝗹𝘀 𝗶𝗻 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝗠𝗮𝗿𝗸𝗲𝘁𝘀: It gave you the right answer in January. It’s August now. How much capital are you risking on that gap? ⚫ #𝟳 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗟𝗮𝘁𝗲𝗻𝗰𝘆: Even an immaculate answer delivered 90 days late is just an expensive historical document. 𝗛𝗲𝗿𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝗿 𝗽𝗼𝗶𝗻𝘁: You can tackle every single one of those mathematical flaws. You can clean the data, tighten the priors, and eliminate instability. Yet you will still end up with a system that tells you what happened long after the capital has left the building. The real problem isn’t simply building a better econometric model. It’s delivering intelligence that adapts as fast as the market moves - and serving it at the exact moment a decision can still be made. That is the chasm between measurement and 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲𝗧𝗠. Traditional MMM explains history. Decision Intelligence drives what you do next. That’s why we built ChannelSense.AI: always-on, real-time intelligence powered by DPMS™. 🟢 Continuously learning live market signals 🔵 Continuously adapting to saturation and decay 🟣 Continuously turning raw intelligence into executable decisions Seven truths. One commercial shift. From looking backward at measurement ➔ to steering forward with Decision Intelligence™. 🌐 www.channel-sense.ai #MarketingDecisionIntelligence #MarketingMixModelling #MMM #MarketingAnalytics #DecisionIntelligence #MarketingEffectiveness #CMO #MarTech #AI
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