When measuring results, ROI (return on investment) as a KPI normally comes to mind first. In marketing, it could be misleading though. Byron Sharp calls it a ‘stupid metric…. that can send you broke’. According to Peter Field, it’s ‘incredibly dangerous’. How about ROAS (return on ad spend) then? Tom Roach, a Marketing Week columnist […]
It’s been the status quo for years, the Google-Facebook duopoly in the field of online advertising, with marketers investing their hard-earned ad dollars primarily there. Not necessarily the case for the future, though. Emerging signs of turbulence and new players are challenging the established ecosystem. Intrigued? Check out our selection of highlights from recent analyses […]