Is the Measurement of Marketing Performance More Important?

Finance teams and financial directors have seen this line on their P&L that keeps on growing the cost of advertising. Cost of marketing is now often the biggest spend a business makes. I think so that data availability is a real barrier to businesses, being able to make better decisions about their marketing. And then at that point I made earlier about people that grew up with digital advertising. They've always assumed that what's in the spreadsheet is accurate but they haven't necessarily thought about things that can be trapped.