M+C Saatchi Performance<\/a> approaches these challenges \u2014 refining measurement frameworks, adapting to platform \u201cwill-they-won\u2019t-they\u201d moments, and building solutions that remain resilient regardless of how privacy regulations evolve.<\/p>\nThe key takeaway: sustainable app growth depends on connecting media activity to real impact \u2014 and continuously improving how that impact is measured.<\/p>\n","protected":false},"excerpt":{"rendered":"
As privacy rules evolve, app marketers are being pushed to rethink how they measure success. In this App Talk interview, David Murphy speaks with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance about how media performance should be evaluated based on real-world outcomes, not just surface-level metrics. The discussion explores how uncertainty around platform changes, shifting privacy regulations, and measurement limitations have forced teams to develop new approaches to attribution, ROI, and performance tracking. The interview also looks at how M+C Saatchi Performance approaches these challenges \u2014 refining measurement frameworks, adapting to platform \u201cwill-they-won\u2019t-they\u201d moments, and building solutions that remain resilient regardless of how privacy regulations evolve. The key takeaway: sustainable app growth depends on connecting media activity to real impact<\/p>\n","protected":false},"author":1425,"comment_status":"closed","ping_status":"closed","template":"","aiovg_categories":[4568],"aiovg_tags":[],"ads_category":[],"class_list":["post-106517","aiovg_videos","type-aiovg_videos","status-publish","has-post-thumbnail","hentry","aiovg_categories-app-talks"],"acf":[],"yoast_head":"\n
Measuring real-world impact in app marketing - Business of Apps<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Measuring real-world impact in app marketing\" \/>\n<meta property=\"og:description\" content=\"As privacy rules evolve, app marketers are being pushed to rethink how they measure success. In this App Talk interview, David Murphy speaks with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance about how media performance should be evaluated based on real-world outcomes, not just surface-level metrics. The discussion explores how uncertainty around platform changes, shifting privacy regulations, and measurement limitations have forced teams to develop new approaches to attribution, ROI, and performance tracking. The interview also looks at how M+C Saatchi Performance approaches these challenges \u2014 refining measurement frameworks, adapting to platform \u201cwill-they-won\u2019t-they\u201d moments, and building solutions that remain resilient regardless of how privacy regulations evolve. The key takeaway: sustainable app growth depends on connecting media activity to real impact\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Business of Apps\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thebusinessofapps\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-10T13:59:12+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@businessofapps\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/\",\"url\":\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/\",\"name\":\"Measuring real-world impact in app marketing - Business of Apps\",\"isPartOf\":{\"@id\":\"https:\/\/www.businessofapps.com\/#website\"},\"datePublished\":\"2026-02-09T16:11:09+00:00\",\"dateModified\":\"2026-02-10T13:59:12+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Videos\",\"item\":\"https:\/\/www.businessofapps.com\/video\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Measuring real-world impact in app marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.businessofapps.com\/#website\",\"url\":\"https:\/\/www.businessofapps.com\/\",\"name\":\"Business of Apps\",\"description\":\"Connecting the app industry\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.businessofapps.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Measuring real-world impact in app marketing - Business of Apps","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.businessofapps.com\/video\/measuring-real-world-impact-in-app-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Measuring real-world impact in app marketing","og_description":"As privacy rules evolve, app marketers are being pushed to rethink how they measure success. In this App Talk interview, David Murphy speaks with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance about how media performance should be evaluated based on real-world outcomes, not just surface-level metrics. The discussion explores how uncertainty around platform changes, shifting privacy regulations, and measurement limitations have forced teams to develop new approaches to attribution, ROI, and performance tracking. The interview also looks at how M+C Saatchi Performance approaches these challenges \u2014 refining measurement frameworks, adapting to platform \u201cwill-they-won\u2019t-they\u201d moments, and building solutions that remain resilient regardless of how privacy regulations evolve. 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