Fredrik Skantze — CEO & Co‑Founder, Funnel
Published:
For most brands, if you actually stop marketing, you probably get 70% of the sales anyway, because you have a really strong brand. That’s called the baseline. So you need to model your baseline.
What does Fredrik Skantze say on The Agile Brand with Greg Kihlström?
Fredrik Skantze, CEO & Co‑Founder, Funnel, says: Fredrik Skantze, CEO & Co‑Founder of Funnel, discusses how marketing measurement must evolve in an era of signal loss. He argues for triangulating multiple measurement methods (MMM, MTA, incrementality) to model business outcomes, adopting conversational AI for analytics, and closing the data feedback loop by pushing enriched conversion data back to ad platforms to improve performance and train their algorithms.
From: The Agile Brand with Greg Kihlström
Cite as: Fredrik Skantze. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/fredrik-skantze-for-most-brands-if-you-actually-stop-marketing-you-probabl