Is the easy to measure, but less effective, favoured over the hard to measure but more effective?

Is the easy to measure, but less effective, favoured over the hard to measure but more effective?

A fascinating article from Faris Yakob on the lessons we can learn from Adidas’ admission they over-invested in digital & performance marketing, and under-invested in brand.

Relying on attribution modelling from Google and Facebook but with no brand tracking in place they fell prey to “McNamara fallacy” – ignoring what they didn’t measure.

“When Adidas brought in econometric measurement they learned that 65% of sales were being driven by brand activity, performance online was driving sales offline, and that it needed to invest more in tv, outdoor and cinema to create a balanced communication strategy”

Financial imperatives can lead to a short term focus.

You can’t just pick the apples, you need to water the tree.

About Simon Shaw

I'm a Director at an insight consultancy. I'm interested in marketing, market research & consumer psychology. The views expressed are not necessarily those of my employer.
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