Observed Signal · Sep 28, 2026 · Opinion / Interview · Source: The Drum · Impact: 2/5 · Sentiment: Positive
L'Oréal's Baryshkov: Start with the decision, not dashboard
Kirill Baryshkov, Global Media and Measurement Manager for L'Oréal's Consumer Products Division, argues that media teams should focus on decision-making rather than dashboard metrics. He leads media effectiveness across 38 markets representing over 60% of global ad spend. Baryshkov emphasizes that many metrics fail to show incremental value, and he advocates for a combination of methods, including marketing mix modeling, rather than a single master metric. He cautions against over-reliance on platform-reported outcomes and last-click attribution. While AI helps in pattern detection and forecasting, human judgment remains crucial for defining business questions and trade-offs. He also reframes the brand vs. performance budget debate, noting both serve different purposes and time horizons. For 2026, he prioritizes building measurement capability and a connected view of spend and results to enable faster, better decisions.
Insights from a major advertiser on measurement strategy, but not breaking news; relevance for AdTech industry due to emphasis on decision-useful data and AI.
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Key Takeaways & Evidence Grounding
- L'Oréal's global media and measurement manager Kirill Baryshkov advocates for decision-first approach over dashboard metrics.
- Baryshkov leads media effectiveness across 38 markets representing over 60% of global advertising investment.
- He criticizes platform metrics and last-click attribution for overstating incremental value.
- He recommends combining methods like marketing mix modeling rather than a single master metric.
- For 2026, he prioritizes building measurement capability and connected spend-result views.
Connected Companies & Entities
3 Entities mapped“Kirill Baryshkov has one rule for media teams swimming in metrics. As global media and measurement manager for L’Oréal’s Consumer Products D...”
“Paris-based Baryshkov came to L’Oréal after roles at agency networks including Publicis Groupe and dentsu......”
“Paris-based Baryshkov came to L’Oréal after roles at agency networks including Publicis Groupe and dentsu......”
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