Zombie Metrics: Numbers That Won't Die

Between 60% and 75% of buy-side marketers say their core measurement approach falls short. And no one's measurement fully covers every paid channel.

This week, Elena, Angela and Chief Analytics Officer Matt Hultgren dig into zombie statistics: numbers that get debunked but keep getting repeated. They start with the Rule of Seven, then turn to the scarier ones hiding in dashboards. Hear why CTV is so hard to measure, how attribution windows can mislead and why last-click still lingers. Plus, learn how to talk to your CFO about uncertainty and how multiple models help you replace a metric you've outgrown.

Topics covered: 
[01:00] The Rule of Seven and its murky origins 

[03:00] What the data says about extra exposures 

[05:00] IAB's State of Data 2026 findings 

[08:00] When last-click still makes sense 

[11:00] Why CTV is so hard to measure 

[12:30] How attribution windows skew results 

[14:30] Killing zombie metrics with multiple models 

[15:30] How AI will change measurement 




To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
IAB State of Data 2026 Report: https://www.iab.com/insights/2026-state-of-data-report/
 

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