Shaping Marketing Effectiveness in 2026 with Google

In this episode of Kantar’s Future Proof podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026.

Biren shares his perspective on the persistent gap between marketers and the csuite, the importance of unified KPIs, and why longterm effects remain undermeasured.

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.

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