If Sisyphus were a brand marketer, the hill he repeatedly climbed would be long-term growth. The boulder he pushed would be the metric everyone watches but few fully trust: ROAS. Analytic Partners will share striking new data that updates this myth and exposes the business cost of confusing trackable activity with incremental impact. Through ROI Genome insights and a real-world budget scenario, discover how to escape the ROAS doom loop, align Marketing and Finance, and make brand investment easier to defend.
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The most dangerous metric is not necessarily the least accurate. It is the one wrongly trusted for the bigger decision. ROAS can optimize execution within a channel, but once it becomes the cross-channel scorekeeper , what is easiest to track starts to look far more valuable than it is. Analytic Partners will unpack a 100-fold distortion in the apparent value of brand versus performance media, then show how that same evidence can produce four very different decision-makers: Sisyphus, Icarus, Achilles and Odysseus. New research will also reveal which methods leaders trust for major budget decisions and how those choices influence Marketing’s credibility across the business. The session closes with a three-step plan: measure incremental impact directly, anchor major decisions in holistic measurement and bring a forward-looking brand-impact forecast into the budget
The extended description will only be displayed online in expanded views. Do not repeat text from the short description.
The most dangerous metric is not necessarily the least accurate. It is the one wrongly trusted for the bigger decision. ROAS can optimize execution within a channel, but once it becomes the cross-channel scorekeeper , what is easiest to track starts to look far more valuable than it is. Analytic Partners will unpack a 100-fold distortion in the apparent value of brand versus performance media, then show how that same evidence can produce four very different decision-makers: Sisyphus, Icarus, Achilles and Odysseus. New research will also reveal which methods leaders trust for major budget decisions and how those choices influence Marketing’s credibility across the business. The session closes with a three-step plan: measure incremental impact directly, anchor major decisions in holistic measurement and bring a forward-looking brand-impact forecast into the budget
Speakers
Key Takeaways
- Expose the 100-fold misattribution problem pushing budgets from brand to clicks.
- Identify the measurement mindset shaping your brand decisions: Sisyphus, Icarus, Achilles or Odysseus.
- Discover the source of truth senior leaders turn to most across Marketing, Finance and Data & Analytics.
- Uncover the hidden benefits and costs of measurement methods on how Marketing is perceived by Finance and Analytics leaders.
- Leave with a three-step plan to escape the ROAS loop and make brand investment easier to defend.
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