Seeing clearly with artificial intelligence: Brand and video measurement in focus
Abstract
This paper traces the evolution of video marketing measurement from the pre-internet era to the digital age, highlighting the shift from simplistic models to complex, data-rich environments. It then delves into the artificial intelligence (AI) era, where probabilistic measurement challenges traditional frameworks such as media mix modelling, attribution and experimentation. The paper proposes branded search volume as a realtime ‘conversion’ metric for brand measurement that also strongly correlates with sales. Ultimately, it explores how cutting-edge AI capabilities, including large language models interpretability and advanced attention measurement, provide revolutionary ways to understand brand impact and drive marketing effectiveness in today’s dynamic landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Suraj Rajdev is Head of Data/AI, Measurement & Analytics — Home & Consumer Services at Google, where he helps advertisers make better informed, data-driven decisions by leveraging data and analytics. In addition to various other analytics roles at Google, he has also worked in the consumer packaged goods, telecom and retail industries. He is a recognised expert in the digital analytics and media space, with a particular focus on artificial intelligence and marketing analytics, and a deep understanding of the marketing analytics domain for video advertising products. Suraj also serves as an adjunct professor at Northwestern University, teaching courses on AI and data-driven marketing.
Citation
Rajdev, Suraj (2025, December 1). Seeing clearly with artificial intelligence: Brand and video measurement in focus. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 11, Issue 3. https://doi.org/10.69554/EOQC6008.
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