Published on Aug 17, 2026
Marketing teams have never had more data available to them, yet many still find it hard (often harder than ever) to confidently answer a simple question: what’s actually driving growth?
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder and Host James Lawrence sits down with Paul Sinkinson, Managing Director for APAC at Analytic Partners, to explore how marketing measurement is evolving and where marketers still get it wrong. They discuss why incrementality remains one of the most misunderstood concepts in marketing and how leading brands are balancing short-term optimisation with long-term growth.
Matt and Taylor started That F*cking Marketing Podcast because they were tired of the polished, stage-ready marketing talk that rarely reflects reality. They wanted to create a space for the honest, unfiltered conversations that actually happen behind closed doors — the kind marketers have after the conference, not at it. So they built the show they always wished existed: real insights from real people who manage budgets and make decisions every day.
James Lawrence: Welcome back to the Smarter Marketer podcast. I’m here today with Paul Sinkinson from Analytic Partners. Paul, welcome back to the pod.
Paul Sinkinson: Thank you very much.
James Lawrence: We were just talking very briefly off air, and it’s almost been two years to the day that Paul was last on the pod, and the episode we had was a great chat, and it was one of the more listened to episodes that we’ve had.
So we thought it’d be awesome to have you back on and just, chat around what has changed, what hasn’t changed in the world of marketing measurement in the last couple of years.
Paul Sinkinson: Yeah. It’s always nice to be asked
James Lawrence: back. That’s right. Must have done something right.
Paul Sinkinson: Yeah, exactly.
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