{"id":115365,"date":"2025-05-28T09:09:33","date_gmt":"2025-05-28T16:09:33","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=115365"},"modified":"2025-05-29T13:05:09","modified_gmt":"2025-05-29T20:05:09","slug":"build-modern-measurement-engine-zeta-next","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/build-modern-measurement-engine-zeta-next\/","title":{"rendered":"Zeta NEXT: From Fragmentation to Fidelity: How to Build a Modern Measurement Engine"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"115365\" class=\"elementor elementor-115365\">\n\t\t\t\t<div class=\"zeta-section-with-sidebar zeta-section-with-sidebar-share\"><div class=\"zeta-section-content\">\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aef998b elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"aef998b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-edc15c6\" data-id=\"edc15c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e591013 elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"e591013\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-3 article-hero-bg-color-white\">\n\t\t<div class=\"article-hero__wrapper\">\n\n\t\t\t<div class=\"article-hero__content\">\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__info\">\n\t\t\t\t\t\t<div class=\"article-hero-breadcrumbs\" id=\"breadcrumbs\"><span><span><a href=\"https:\/\/zetaglobal.com\/\">Home<\/a><\/span><\/span><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<h1 >\n\t\t\t\t\t<strong>Zeta NEXT:<\/strong> From Fragmentation to Fidelity: How to Build a Modern Measurement Engine\t\t\t\t<\/h1>\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"article-hero__date\">\n\t\t\t\t\t\t<span class=\"article-hero__date-title\">Published on<\/span>\n\t\t\t\t\t\t<time class=\"article-hero__date-value\">September 27, 2023<\/time>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c0e245 elementor-widget elementor-widget-centered-content-and-video-insert\" data-id=\"0c0e245\" data-element_type=\"widget\" data-widget_type=\"centered-content-and-video-insert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"centered-content centered-content--white\">\n\t<div class=\"centered-content__container container grid\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-video-player\">\n\t\t\t\t\t\t\t\t\t\t\t<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/fb9qsznmfh.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_fb9qsznmfh seo=true videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/fb9qsznmfh\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b178fa5 elementor-widget elementor-widget-text-editor\" data-id=\"b178fa5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 id=\"about-this-video\">About this video<\/h2><p data-start=\"210\" data-end=\"435\">In this lively and insight-packed discussion, Zeta brings together two marketing heavyweights\u2014Dana Shank of Kellanova and Fredda Rodriguez of Intel\u2014to tackle one of the industry&#8217;s most deceptively complex topics: measurement.<\/p><p data-start=\"437\" data-end=\"880\">From navigating the tension between experimentation and proof to breaking free from last-click tunnel vision, Dana and Fredda dig deep into how today\u2019s marketers can build cultures of continuous learning. You\u2019ll hear how Intel\u2019s universal pixel is revolutionizing real-time segmentation, why granular impression-level data is no longer optional, and how smart brands are shifting from account-based marketing to identity-based personalization.<\/p><p data-start=\"882\" data-end=\"1109\">This isn\u2019t your average measurement chat\u2014it\u2019s a masterclass in modern marketing intelligence, packed with real-world examples, sharp perspectives, and a shared belief that good data is only as powerful as what you <em data-start=\"1096\" data-end=\"1100\">do<\/em> with it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<\/div>\t\t\t<div class=\"zeta-section-sidebar\">\n\t\t\t\t<div class=\"zeta-section-sidebar-sticky\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share\">\n\t\t\t\t\t\t<div class=\"zeta-section-sidebar-share-list\">\n\t\t\t\t\t\t\t<a target=\"_blank\" 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10.9754L15.7967 13.1712\" stroke=\"black\" stroke-width=\"1.56097\" stroke-linecap=\"round\" stroke-linejoin=\"round\" \/>\n\t\t\t\t\t\t\t\t\t\t<path d=\"M8.20428 10.8298L6.00916 13.0293C5.35936 13.6898 4.99687 14.5802 5.00064 15.5068C5.00441 16.4333 5.37415 17.3208 6.02931 17.976C6.68447 18.6311 7.57197 19.0009 8.4985 19.0046C9.42503 19.0084 10.3155 18.6459 10.976 17.9961L13.1718 15.7966\" stroke=\"black\" stroke-width=\"1.56097\" stroke-linecap=\"round\" stroke-linejoin=\"round\" \/>\n\t\t\t\t\t\t\t\t\t<\/g>\n\t\t\t\t\t\t\t\t\t<defs>\n\t\t\t\t\t\t\t\t\t\t<clipPath id=\"clip0_250_943\">\n\t\t\t\t\t\t\t\t\t\t\t<rect width=\"24\" height=\"24\" fill=\"white\" \/>\n\t\t\t\t\t\t\t\t\t\t<\/clipPath>\n\t\t\t\t\t\t\t\t\t<\/defs>\n\t\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/div>\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3c3cb9f elementor-section-full_width 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Most marketers are still experimenting. Check out where we are today\u2014and where gen AI will take you tomorrow.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"post-card__btn\">\n\t\t\t\t\t\t\t\t\t\t<span>Read More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Watch as Molly Bechert from Zeta, Fredda Rodriguez from Intel, and Dana Shank from Kellanova discuss transforming marketing measurement.<\/p>\n","protected":false},"author":119,"featured_media":115366,"menu_order":0,"template":"","tags":[],"insight-category":[5],"class_list":["post-115365","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight-category-videos","industry-retail","industry-consumer-packaged-goods-cpg","topic-data-and-identity-cdp","topic-measurement-and-attribution"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Video: How to Build a Modern Measurement Engine | Zeta<\/title>\n<meta name=\"description\" content=\"Watch as Molly Bechert from Zeta, Fredda Rodriguez from Intel, and Dana Shank from Kellanova discuss transforming marketing measurement.\" \/>\n<meta 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