Google’s annual Think Measurement 2025 tentpole summit brought together leading voices to explore why ‘curiosity and learning’ is key for marketers to prove their value and drive growth.
When marketers are being asked to do more with less, it’s no longer enough to just chase efficiency metrics. At Google’s Think Measurement 2025 summit, a clear narrative emerged: measurement isn’t just about reporting performance, it’s about having the building blocks to unlock data-driven insights that will drive business growth. If marketers aren’t measuring what matters, they could be leaving some serious impact on the table.
Biren Kalaria, managing director of data, measurement and analytics at Google, set the scene by highlighting the need to evolve from disconnected data points to unified insights: “We’re moving beyond the ‘wow’ factor into the ‘how’ – how to make it all work together, and drive meaningful change. [Without it], UK advertisers are leaving a 20% growth opportunity on the table, according to BCG’s Measurement Maturity Landscape Survey 2025.”
That’s not just a gap in reporting; it’s a gap in realized potential. As Google’s host Sarah Byrne, director of sales for agency, UKI said, in today’s (predictably) unpredictable world of consumer behavior – where people are streaming, scrolling, searching and shopping across more than 130 mobile touch points a day – understanding that potential has never been more critical.
“We all believe that marketing is a crucial investment in the businesses we represent. The difference between advertisers who win and those who don’t is great measurement,” said Kalaria. The marketers who are closing that gap are balancing the precision of data with the potential of creativity – or as Harriet Williams, head of marketing measurement at L’Oréal UKI, put it: “finding the harmony between the maths and the magic.”
To move the needle for their businesses, marketing leaders need modern measurement to move from insights to action, and drive real change. “Marketing effectiveness is the reason marketing exists in the first place,” said Joanna Stringer, managing director & partner at BCG, who gave attendees a first look at the Measurement Maturity research and outlined a 24-month roadmap to media effectiveness.
Read on for five key lessons we heard from Google experts and guest speakers across the day.
Explore Martech News for the latest advancements in Marketing Technology & insightful updates from industry experts!
