Jessica, a senior marketing manager, receives a seemingly robust weekly performance report revealing strong results in paid search and social media. However, she understands that her audience’s complex and fragmented behavior is not fully captured by standard reporting, which favors easily measurable channels over those with significant impact, like podcasts or CTV. The article emphasizes the need for smarter measurement that considers varying channel contributions beyond last-click attribution and cautions against putting too much faith in traditional metrics, given their limitations.
"The channels that are easiest to measure get the most credit. But they're not always doing the most work."
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