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.