Entropy. Modern Measurement & Marketing.

What will ads in ChatGPT mean for measurement? - Entropy It was always going to happen. ChatGPT is getting ads. A prediction we’ll make now: we’re about to get another media incrementality problem.

It was always going to happen. ChatGPT is getting ads.

A prediction we’ll make now: we’re about to get another media incrementality problem. 👇

entropyconsulting.io/what-will-ad...

Posting this the other side of NYE as in this age of disinformation 2026 is going to be a critical year for democracy in the UK.

Please have a read of the thread below and see how you can help. We'd appreciate a share to spread the word.

Entropy’s Top 5 Blogs of 2025 - Entropy This blog lists Entropy's 5 most read marketing articles of 2025 including the topics of marketing measurement and digital attribution.

Well, we realised Entropy went a year without a blog about AI. Instead they covered topics like:

📉 What really happens when we stop advertising?
📈 How to make cross-channel attribution as actionable as possible?

Read the full list below.

entropyconsulting.io/entropys-top...

We bring client-side marketing expertise, radical transparency, and a challenger mindset to MMM – powering faster, sharper P&L decisions.

👉https://entropyconsulting.io/marketing-mix-modelling/

We always love getting client feedback.

Hear what leading international transport company Go-Ahead Group’s marketing lead had to say about our journey together.

Imagine if, when facing budget cuts, you had a way to forecast - with accuracy - the revenue you'd generate from different media plans.

That is possible. And if your organisation isn’t using it yet it could be a good time to get familiar with MMM scenario planning.

Get in touch to find out more.

Measuring the incremental impact of influencers  - Entropy This blog summarises the key points from a recent Entropy & ISBA webinar looking at how to measure ROI of influencer marketing activity

I remember setting up the first influencer programme for Unilever when I worked there so I was interested to hear the CEO announce he wants to work with 20 times more of them.

A key challenge to support this investment is measurement. This blog tackles the topic entropyconsulting.io/measuring-th...

Excellent marketing starter pack from @alextait.bsky.social - nice to included alongside some really excellent industry names to follow

#adtech #martech #measurement

go.bsky.app/KGUe8Lj

Entropy’s free DTC P&L template

Entropy’s consulting service has developed a template to help you build and optimise your DTC P&L.

2025 will be a challenging year for many. Get a grip on the drivers of your ecommerce channel to maximise your profit.

You can request it here.

entropyconsulting.io/resource/eco...

Entropy’s Top 5 Blogs of 2024 - Entropy This blog lists Entropy's 5 most read articles of 2024, including the hot topics of retail media, marketing measurement and influencer impact

We’ve been looking back at another momentous year in the world of measurement, marketing and commerce. And we’ve compiled a top 5 of Entropy’s most read blogs, to get a feel for what was really resonating with people this year.

👇
entropyconsulting.io/entropys-top...

Have a great festive break.

🚀 Faster and more cost effective MMM.
😃 Designed for modern marketing.
📈 Helping you drive incremental growth.

Find out more. 👉 entropyconsulting.io/marketing-mi...

Marketers on why it’s ‘time for influencer measurement to grow up’ Measuring influencer ROI may be new territory for many brands, but are they missing a trick by failing to see creators as a brand building channel?

Thanks for the coverage in @marketingweek.bsky.social. I'm glad also my comment resonated as the title of the article: "it's time for influencer measurement to grow up".

I mention some of the solutions also.
👇
www.marketingweek.com/navigating-i...

BlueSky does all feel a bit retro doesn’t it (in a good way)…

@sueu.bsky.social thanks for the follow.

@faris.bsky.social thanks for the follow.

@katyhowell.bsky.social thanks for the follow.

We’ve been thinking through for clients the planning and measurement implications of how AI tools like Chat GPT are changing the way people search for information.

We thought we'd share a few interesting insights from Ofcom’s recent ”Online Nation" report. 👇

entropyconsulting.io/3-insightful...

Black Friday Bonanza: Understanding the true P&L impact of your promo activity - Entropy This blog looks at how you can utilise MMM to better understand all the drivers of your Black Friday activity - or any promo campaign

If you work in marketing, commerce or measurement and want a head spin this morning take a moment to check out Shopify’s Black Friday map which is back again
👉https://bfcm.shopify.com/.

We've written this blog about how you can understand its true P&L impact.

entropyconsulting.io/measuring-th...

A great starter pack of marketing, commerce and measurement accounts:

As a newbie these starter packs are very helpful (and oddly rare in our world) - so well done @alextait.bsky.social for this one.
And I'm flattered to be on it...!

Interesting marketing and measurement people Join the conversation

I've created this starter pack for (potentially) interesting accounts to following in marketing, commerce and measurement.

I've started small but will add to it over the coming weeks. Also as more people come over to BlueSky.

go.bsky.app/KGUe8Lj