<p>In this&nbsp;episode of Kantar’s<em>&nbsp;Future Proof&nbsp;</em>podcast, Simon&nbsp;Atherley,&nbsp;Head of Marketing Effectiveness&nbsp;at&nbsp;Kantar&nbsp;UK,&nbsp;is joined by Biren&nbsp;Kalaria, Google UK’s Managing Director of Measurement, Analytics &amp; Data, to unpack how marketers can better connect&nbsp;marketing&nbsp;effectiveness to business growth as we head into 2026.&nbsp;</p><br><p>Biren shares his perspective on the persistent gap between marketers and the&nbsp;C-suite, the importance of unified KPIs, and why&nbsp;long-term&nbsp;effects&nbsp;remain&nbsp;under-measured.&nbsp;&nbsp;</p><br><p>Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026.&nbsp;</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>