One thing marketers trust too much
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
3 min
5 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
Why do marketers rely too heavily on clicks and ROAS as performance metrics?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom.
How does Chester Scott define the measurement problem in digital advertising?
Here's today's host of the Voices of Search Podcast, Jordan Cooney.
I'm Jordan Cooney, and joining me today is Chester Scott, Chief Strategy Officer at UNIO. What's one? thing marketers are trusting too much.
I would say their own measurement capability. And that's not every advertiser. As an industry we've been complacent around measurement.
What is marginal ROAS and why is it a better indicator than aggregate ROAS?
We've largely relied on last click attribution.
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How do over‑crediting and under‑valuing channels distort campaign effectiveness?
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What steps can marketers take to solve the measurement problem and improve channel efficiency?
At Previsible. For more information, go to previsible.io. That's previsible P R-E-V-I-S-I-B-L-E.io.
It's fundamentally flawed. It overcredits certain channels. It undervalues others. In order for us to be able to drive overall effectiveness, for us to be able to drive real improvements, we first have to solve the measurement problem. If we solve the measurement problem, everything else upstream can be more effective.
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Chapters
5 chapters
1
Why do marketers rely too heavily on clicks and ROAS as performance metrics?
0:00–0:37
2
How does Chester Scott define the measurement problem in digital advertising?
0:37–1:02
3
What is marginal ROAS and why is it a better indicator than aggregate ROAS?
1:02–1:32
4
How do over‑crediting and under‑valuing channels distort campaign effectiveness?
1:32–2:22
5
What steps can marketers take to solve the measurement problem and improve channel efficiency?
2:22–2:54