ROAS Is a Trap: How Smart Marketers Really Drive Growth
Marketing Against The Grain
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Beyond ROAS: Rethinking Marketing Metrics
This chapter critically examines the reliance on Return on Ad Spend (ROAS) as the primary measure of marketing effectiveness. It discusses the pitfalls of focusing solely on ROAS and advocates for integrating incrementality models and brand awareness into marketing strategies. The conversation highlights the need for a balanced approach to metrics that captures both direct returns and the broader impact of marketing efforts.
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