Smarter Measurement Can Fix Marketing’s Performance Trap

Marketing has fallen into a “doom loop” — an overreliance on short-term performance metrics (like clicks and ROAS) is eroding long-term brand value. This isn’t just a media mix issue; it’s a measurement issue.

To escape this cycle, marketers must rebalance their strategies across the full funnel — integrating both brand and performance marketing — and adopt smarter, more holistic measurement practices. That includes:

• Eliminating silos between brand and performance teams and aligning them on shared business outcomes
• Investing in modern measurement tools like Media Mix Modeling (MMM), incrementality testing, and brand lift studies
• Making data actionable in real time, using insights to inform strategy — not just to report results

Successful brands are shifting the conversation from “What’s the ROAS?” to “What’s the incremental value and how does it impact lifetime value?” 

Here’s an article by Laurie Miller, Head of Analytics and Data Science at PMG, that advocates for measuring what truly matters — long-term growth, customer loyalty, and brand equity — not just what’s immediately trackable.

https://martech.org/how-smarter-measurement-can-fix-marketings-performance-trap/