Fredrik Skantze — CEO & Co‑Founder, Funnel
Published:
The world isn’t deterministic anymore. Cookies are essentially going away, so you really have a lack of signal and signal loss. To make up for that, you need to use all the data that’s available and then you need to use all the algorithms available.
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-the-world-isnt-deterministic-anymore-cookies-are-essential