5 ms·
Adtech is partly the result of CMOs over-optimizing for measurability. Marketing & advertising has had a long standing reputation as an unmeasurable activity,
by kbos87 10y ago
Adtech is partly the result of CMOs over-optimizing for measurability.
Marketing & advertising has had a long standing reputation as an unmeasurable activity, half of which was a total waste. As the tools to quantify the impact of some marketing activities have gotten better, a new obsession with measurement has been born.
Now we're in a place where the top insecurity of most marketers is the accusation that they aren't data driven.
In the process, they over-optimize for everything that's closest to the last touch, go on a wild goose chase to quantify things that can't really be quantified, and overlook a whole host of things that actually are important, like building a brand and differentiating your offering with the people in their ideal audience who aren't currently on the verge of a purchase.
- SomeStupidPoint 10y agoThe measurement problem is very broad: it impacts not just adtech, but finance/economics and corporate management. It's some kind of weird math fetish, no more insightful than if we believed business ideas in French were automatically better than those in English.
- baddox 10y agoI think you're using the term "marketing" to refer to promotion, which is just one of the traditional "four P's" of marketing. This is pretty common usage, but it's important to point out that there's a lot more to marketing than promotion, and most of it isn't as questionably valuable or ethical as advertising.