Marketing intelligence after cookies: how funnel of data converts in decisions

Marketing teams used to have enough task: follow the click, count the conversions and shift the budget accordingly. But that world has disappeared. GDPR, iOS restrictions and changes at browser level have left most attribution models broken or unreliable. So what now?

In this episode I sat down with Fredrik Skansen, CEO of Funnel, to unpack how marketing information actually works in a world where data is partial, travel are fragmented and the old models do not apply. Since the founding of Funnel in 2014, Fredrik has grown the company into a platform that supports and acts more than 2,600 brands over more than $ 80 billion in annual digital expenditures. That scale gives him a chair in the front row to the questions that every CMO and CFO now ask.

Fredrik explains why Last Click Attribution was not just become. It became misleading. With tracking options stripped and the user signals disappeared, the industry has had to switch to modeled attribution and real -time optimization. That only works if your data is clean, aligned and ready for analysis. The Funnel platform helps to structure campaigns in advance, draw data in a uniform model, apply intelligence, push lessons back into the platforms and produce reporting that makes sense for the wider activities. This is not about dashboards. It’s about decisions.

We also talk about budget mix. Performance channels may feel safe, but Fredrik points out that they are also becoming more expensive. When teams reduce brand and mid-tunnel activity in the measuring framework, the image often changes. He shares how the Swedish retailer Gina Tricot grew from 100 million to 300 million dollars in three years, partly by shifting the expenses to the brand and stimulating the demand in the customer journey earlier. That movement only felt safe because the data supported it.

AI adds another layer. With tools such as confusing search behavior and the web shift from links to answers, the clicks dry up. But it is not the end of visibility. Content is still important. This also applies to structure. The difference is that your reader can now be an AI model, no one. This requires a reconsideration of how brands approach discoveryability, authority and involvement.

What makes funnel interesting is that it does not stop with analyzes. The platform feeds insight into action again, reduces waste and creating stricter loops between teams. It also works for agencies, and that is why groups such as Havas use it in 40 offices through a global agreement. If you are tired of the attribution theater and want to understand what marketing measurement looks like when it is built for reality, this episode will give you a clear, usable image.

Listen inside and then tell me which decision you are still guessing. Because marketing can be measured. Just not the way it used to be.

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