Fredrik Skantze — CEO & Co‑Founder, Funnel
Published:
These platforms are an AI black box that do this better than any human, but they don’t have that signal and don’t know what happens on your website. You need to, in near real time, push enriched conversion data back to these ad platforms and tell them how much you attribute and how much those conversions are worth. If you do that, you can improve performance per platform by something like 20%.
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-these-platforms-are-an-ai-black-box-that-do-this-better-than