In the blog post “This Isn’t Working: The Modern Measurement Meltdown” by Marketing Evolution (published July 8, 2025) the author warns that many marketing organisations are in crisis—unable to reliably measure return on investment (ROI) in today’s omnichannel retail world.
According to a Gartner survey, approximately 70% of marketing leaders cannot measure ROI. This represents not just a reporting deficit, but a strategic failure.
Why Legacy Models Are Breaking Down
The root issue: measurement models built for a bygone era. Traditional approaches such as media mix modelling (MMM) and channel‑level attribution rely on historical trends, identity‑based assumptions and siloed data.
In today’s complex buyer journeys—including cross‑device behaviour, offline media, and non‑converting interactions—these legacy systems create blind spots that distort the real path to conversion.
Moreover, disconnected tools and data fragmentation further damage measurement. The blog explains how different platforms, disparate data structures, timing mismatches, and privacy constraints lead to incomplete and unreliable views of performance.
When data cannot be trusted, marketers are essentially managing by guesswork rather than insight‑driven optimisation.
The Shift: From Static Reports to Dynamic Decision Systems
Marketing Evolution argues that measurement must evolve from a backward‑looking dashboard to a forward‑looking decision engine.
A modern measurement system should:
- Provide visibility across channels, formats and audiences
- Enable simulation of scenarios, reallocation of spend, and real‑time adaptation
- Align data, language and logic so AI can act on strategic goals
These choices position measurement not as a reporting function but as a strategic asset that powers growth rather than merely audits it.
Implications for Omnichannel Retail Strategists
For retail leaders—especially those in large omnichannel organisations like Walmart—this evolution matters.
As customer journeys become more fluid across online, mobile, in‑store and other touchpoints, the ability to measure and optimise all channels in an integrated way becomes a competitive advantage. Organizations that continue to rely on legacy measurement risk misallocating budget, misunderstanding performance and falling behind.
In short: the measurement meltdown is real—only those who rebuild for speed, connectivity and real‑time insight will thrive in the omnichannel era.
