In the News
September 4th, 2026 // The Drum
Designing data into experiences means thinking about measurement from the outset, explains Dan Rhodes of Jack Morton. Here’s how to create interactions that generate useful insight naturally, transparently and in the moment. The most valuable thing someone does at an experience may be the thing they never tell you about. Where they linger, what they walk past, what they choose to look at twice, who they engage with. Experiences generate thousands of behavioral signals, yet we still tend to ask audiences what they thought after it’s over.