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The Biggest Mistake Digital Marketers Ever Made: Claiming to Measure Everything
Posted by willcritchlow Digital marketing is measurable. It’s probably the single most common claim everyone hears about digital, and I can’t count the number of times I’ve seen conference speakers talk about it (heck, I’ve even done it myself ). I mean, look at those offline dinosaurs, the argument goes. They all know that half their spend is wasted — they just don’t know which half. Maybe the joke’s on us digital marketers though, who garnered only 41% of global ad spend even in 2017 after years of strong growth. Unfortunately, while we were geeking out about attribution models and cross-device tracking, we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts, leaving buckets of money on the table and fundamentally reducing our impact and access to the C-suite. And what’s worse is that we have convinced ourselves that it’s a critical part of what makes digital marketing great. The simplest way to see this is to realize that, for mo...
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