Different Channels, One Truth

by Carlos Crespi | Jun 24, 2025 | Marketing, Geolocation

Different Channels, One Truth

The Case for Unified Marketing Metrics

By Brian Pozesky

Let’s be honest.
Marketing measurement today feels like trying to solve a puzzle with pieces from different boxes. Google tells you one thing, your retail media partner tells you another, your internal BI team gives you a third—and your CFO still thinks marketing is a cost center.

Here’s the real problem:
Every channel has its own way of measuring success, its own KPIs, and its own version of the truth. That’s not just inefficient—it’s dangerous. When every platform grades its own homework, you’re not making decisions based on data. You’re guessing. Expensively.

Welcome to the Era of Measurement Chaos:
Marketing today isn’t just multichannel—it’s fragmented. You’re probably juggling:

Retail media dashboards showing inflated ROAS
Paid social claiming last-click conversions
Programmatic vendors reporting on impressions and VCR
Internal attribution models that everyone mistrusts

And they’re all… kind of right. But not usefully right. Because if you can’t compare results across channels with confidence, you can’t optimize spend, prove performance, or scale what works.

The Case for One Truth

At Pēq, we believe the answer isn’t more metrics. It’s better measurement.
That starts with standardization—a single framework to evaluate all media the same way, regardless of channel, platform, or format.

We call it: Different Channels. One Truth.

What Unified Marketing Metrics Look Like

Unifying your metrics doesn’t mean flattening your data. It means standardizing how you measure success, so you can compare apples to apples—even if one’s organic TikTok and the other’s a CTV ad on Roku.

At Pēq, this means:

✅ Incrementality as a common denominator
✅ Standard lift testing across channels (No holdouts or control groups required)
✅ Consistent iROAS and spend normalization
✅ Cross-retailer comparability
✅ One measurement source, not six competing dashboards

Why This Matters Now

Retail media is exploding—but every retailer has its own black box
Cookies are dying—forcing marketers to rethink attribution
Budgets are shrinking—so every dollar has to prove its worth

If you’re still measuring in silos, you’re not seeing the full picture. And you’re probably wasting money.

The Pēq Promise

We’re not just tracking clicks. We’re building a unified source of measurement truth—so marketers can finally say, with confidence: this campaign worked, this one didn’t, and here’s exactly why.

So whether you’re running ads on Amazon, Meta, Walmart Connect, or streaming TV—we help you compare impact with a single lens.

Ready to Ditch the Dashboard Chaos?

Start with a Free Incrementality Analysis and discover where your marketing is really making an impact—and where it’s just making noise.

👉 Get your Free Incrementality Audit

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When Loyalty Isn’t Enough

by Carlos Crespi | Jun 19, 2025 | Marketing, Geolocation

When Loyalty Isn’t Enough

The Case for Geo + Context

By Brian Pozesky

“We don’t need portfolio optimization or measurement standardization — or whatever you call it. 80% of our sales are tracked with loyalty data.”

“Get with the times, man.”

It’s a valid argument — loyalty programs have become critical infrastructure for retail media. They enable identity resolution at scale, power high-frequency personalization across digital and direct channels, and provide granular attribution tied to verified transactions. For creative performance and short-cycle ROI analysis, they are indispensable.

However, loyalty data is not without limitations. Its strength lies in precision, not coverage. Consumer graphs built from loyalty programs vary significantly across retailers and cannot be uniformly extended across the increasingly fragmented media ecosystem. They lack the interoperability and cross-channel consistency required to evaluate diverse media tactics — from linear TV to emerging programmatic platforms — in a comparable, apples-to-apples fashion. Even the largest holding companies continue to wrestle with stitching together these siloed datasets into coherent, actionable insights.

That’s where geo-based measurement offers complementary value.

Store trade area methodologies provide a standardized, spatial framework for assessing causal media impact at scale.

By anchoring measurement to physical retail outcomes — which still account for over 80% of CPG sales — geo-lift enables portfolio-level evaluation that is agnostic to ID resolution, cookie fidelity, or channel-specific tagging.

In essence, it restores a common unit of analysis: the store

Of course, the utility of geo-lift depends entirely on the fidelity of the underlying trade areas. Naïve radius-based models fail to reflect actual consumer behavior. The most advanced approaches incorporate anonymized GPS signal data, visit frequency, dwell time, and competitive context to delineate trade areas that reflect real-world shopping patterns — not just theoretical reach.

Used in tandem, loyalty and geo provide a uniquely holistic view: loyalty delivers precision and shopper-level insight; geo provides standardization and comparability across the media mix. Together, they enable a more complete understanding of what’s working, where, and why — and allow marketers to balance personalization with portfolio optimization across an increasingly complex retail media landscape.

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