Chester Scott

speaker

356 appearances 4 recordings 1 series first heard Aug 2026 last heard 16 Aug

Chester Scott’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.

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Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast · How Bad Data Corrupts AI Bidding and CAC Performance · 12 Aug 2026 podcast

And that is then equally linked to the measurement piece, right?

If we don't have measurement sophistication, if we don't, you know, treat measurement as our first priority.

then ultimately everything upstream of that is to some degree irrelevant.

Because we're we're basing decisions then on flawed measurement solutions.

And by the way, I just want to preface this, which is I I'm not saying that there is a perfect measurement solution out there or there isn't a perfect measurement capability, but I think that we should be treating it as our first priority.

Because if we treat it as our first priority, everything upstream of that can be better.

Whereas, you know, the way that I think about measurement by the way is is probably a bit of an insurance policy.

Nobody wants it until they absolutely need it.

But when you need it, it's critical.

So I'm actually going to give you two.

I'm going to give you a I'm going to give you a really obvious one, which would be clicks.

Optimizing for click is one of those vanity metrics that I that I spoke about um in in a in a previous question.

That is not a marker of what's good and what's bad.

It is a um you know it's a leading indicator, but one that is fundamentally compromised.

So that that's definitely one.

Uh the second one is a little bit more controversial, and that is ROAS.

And the reason that I say ROAS is because it is probably the north star metric for most advertisers, but it disguises the truth.

And I believe that as an industry we should be focused on marginal ROAS.

What is the diminishing returns when we invest in a certain channel, platform, campaign, audience, creative in order for us to be able to drive uh overall effectiveness?

So marginal ROAS would be the focus.

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