As digital marketing has become more effective, it has become more prevalent - almost to the point of being all consuming.
There can be no doubt as to the power of a well placed display ad or a well optimised page in the keyword rankings.
But this obsession with measurement and attribution can lead to a marketing team that focuses more on reaching metrics than fulfilling its key purpose.
This article by Scott Vaughan is right on the money - becoming obsessed with measurement is only one part of a good growth strategy.
Marketing personnel need to serve as the lead storytellers, arming all in their organization, partner network and customer base to advocate and amplify their brand. Moreover, if you don’t have the talent and focus on the right markets, ideal customer profiles, unique positioning and relevant messaging, all the data in the world won’t help.