Measuring marketing effectiveness in real time with AI
Lía Inoa Pimentel (Mars) and Liz Salway (Empathy Lab) reveal how brands can finally measure campaign success while it’s happening, not just after the fact.
Apr 22, 2026
What if you could know, right now, how your marketing campaign is performing? When data moves faster than ever, the old ways of measuring effectiveness just aren’t enough. Traditional metrics are slow, siloed and often disconnected from real business outcomes. But with AI-powered tools like Google Cortex, brands are breaking through the noise and unlocking real-time insights that drive incremental sales.
On this episode of Empathy & The Algorithm, Senior Global Manager of Brand Experience and Media Measurement at Mars, Lía Inoa Pimentel and Senior Director of Digital Marketing at Empathy Lab, Liz Salway, join host Sarah Claeys to dish on how Mars and Empathy Lab partnered to pioneer a new approach to marketing measurement. Discover how geo-targeted experiments, cloud data platforms, and AI-driven analytics are transforming the way brands track, optimize, and understand their campaigns, all while they’re still running.
Listen for real strategies to future-proof your marketing:
- How to connect media and sales data for real-time campaign insights
- Why incremental sales, not just clicks or views, should be your gold standard
- The power of geo-testing and audience cohorts in optimizing spend
- How breaking down silos and building a strong data foundation unlocks smarter decisions
- Why human expertise and creative thinking are still essential in an AI-powered world
Ready to make your media spend smarter and your campaigns more agile?
Listen to the full episode here.