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The only true metric that motivates marketing companies is ad sales. As another commenter mentions, the creative department in Mad Men existed mostly to help se
by shkkmo 6y ago
The only true metric that motivates marketing companies is ad sales. As another commenter mentions, the creative department in Mad Men existed mostly to help sell ads rather than the the products in the ads. I think advertising metrics and targeting serve a similar role today.
- fmajid 6y agoMarketing departments want metrics that justify ad budgets and thus the Marketing department's budget. Ad metrics that show ads are ineffective, while valuable to the business, run counter to the Marketing department's incentives, and are thus suppressed. In a rational company, ad attribution, or aggregate-level analysis using techniques like Vector Autoregression (VAR) should be owned by the CFO to avoid that conflict of interest, as shown in this article: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...