Marketing departments want metrics that justify ad budgets and thus the Marketing department's budget. Ad metrics that show ads are ineffective, while valuable

Marketing 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...