Liquid Death is all jokes and dark humor on the surface, but the canned water brand’s chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. And that’s because Liquid Death, like all CPG brands, is dealing with one of the gnarliest problems in marketing: proving that media actually moves product off shelves. For Liquid Death, measuring success means looking beyond channel-specific dashboards and trying to understand how the full media mix across formats and platforms is reflected in sales data. For example, who cares about return on ad spend if there’s no causal lift in the number of cans sold? People “are just not loyal” to CPG brands, Vatere says.