1Top pickBCG15 min
BCG: incrementality in next-best-action programs
Maturity path for causal measurement — holdouts, exploration budget, and answering spend questions with evidence.
Monday brief
Updated every MondayWeek of Oct 5, 2026 · Oct 5 – Oct 11, 2026
Next 2026-10-12
TriageLoading…
Dive · Scan · Delegate — Top pick first in Dive
Executive summary
Week of Oct 5, 2026 · Oct 5 – Oct 11, 2026 · ~2 min
Incrementality answers the only CFO question that matters: should we spend more — or are we buying what would have happened anyway?
Optional · draft a light share for the marketing team from this week’s brief
32%
CMOs who are true agentic leaders
BCG
8%
Running multi-agent campaigns autonomously
BCG
96%
CMOs who claim AI transformation
BCG
2 clocks
Brand vs activation — agree horizons with finance
IPA / Binet & Field
Dive
Worth your calendar time
- 1Top pickBCG15 min
BCG: incrementality in next-best-action programs
Maturity path for causal measurement — holdouts, exploration budget, and answering spend questions with evidence.
- 2BCG15 min
BCG agentic leaders vs theater
96% claim transformation; 32% lead with agents across workflows. 8% run multi-agent campaigns.
- 3IPA15 min
Binet & Field: long and short together
Fame and brand still drive effectiveness. AI volume does not repeal the evidence.
AI news
WeeklyHeadlines leaders should know
Labs, policy, market — ~3 min for must-knows.
- 1ResearchBCG
Only ~32% of CMOs are true agentic leaders
Wide GenAI use; thin workflow redesign. 8% run multi-agent campaigns.
Why: The honesty number for the next ELT pack.
- 2ResearchBCG
Incrementality design is the NBA unlock
Holdouts and exploration budgets — not another dashboard.
Why: Answers “should we spend more?” with evidence.
Martech
WeeklyRadar this week
Category moves and launches to share with owners. Full Stack is in Library.
What moved
Forward to ownersCategory shifts
TrendBrand · Search · Media
Incrementality / geo-test stack
Conversational reporting on lift tests is productizing.
Buy for design of experiments, not a prettier dashboard.
SourceNew & product moves
UpdateMartech · Strategy
Improvado
Unified multi-channel data with AI answers.
Fixes ELT-pack fragmentation.
SourceUpdateMartech · Strategy
Nielsen Ad Intel AI
Third-party cross-channel baseline.
Use when platforms mark their own homework.
SourcePodcasts
WeeklyListen · summary · skip
This week’s triage. Standing list is in Library · Podcasts.
ListenFull episode
The CMO Podcast~50 min
The New Era of AI-Powered Marketing
Cannes: fundamentals still decide winners.
Brand + measurement in one sitting.
SummarySummary · One-pager
Uncensored CMO42 min
OpenAI + BCG — what every CMO needs to know
Effectiveness over efficiency.
Already used as an earlier top pick — notes only.
SkipNot this week
Uncensored CMO~45 min
Novartis CMO + BCG
Craft and evidence under regulation.
Only if regulated-industry is the live issue.
Social
WeeklyTrending this week
Post links only. Standing Follow list is in Library.
#1LinkedInBCG #2LinkedInBCG #3XIndustry
Follow (standing list) → LibraryHoldouts as a finance conversation
Measurement leads reframing tests as learning budget.
Language that survives FP&A.
32% agentic leaders circulating again
The depth-vs-narrative chart keeps getting screenshotted.
Budget-season scorecard.
Agentic MMM skepticism
Operators asking which vendors actually run AI in the model.
Bake-off hygiene.