DEATH TO ROAS: WHY YOUR SHINY MARKETING METRICS ARE KILLING YOUR BRAND

Welcome to another brutally honest episode of The ADOTAT Show, where we rip the vanity metrics out of your cold, dead dashboards and ask the uncomfortable question: does your marketing actually do anything?

This time, Rabbi Pesach Lattin sits down with Bradley Keefer, the CRO of Keen Decision Systems and the man currently babysitting over $7.5 billion in marketing budgets—all while casually setting fire to industry sacred cows like ROAS, brand love, and that PowerPoint deck your agency spent three weeks justifying.

In this episode, we talk about:

Why ROAS is the participation trophy of marketing

How most CMOs have the lifespan of a forgotten yogurt in the breakroom fridge

What “headless MarTech” actually means (and why your agency’s tech stack is probably a crime scene)

How AI agents are already making media plans better than your team—and don’t need sleep, snacks, or Slack

And the impending death of Frankenstein’d holding companies held together by duct tape, panic, and legacy contracts

Keefer doesn’t pull punches. He explains why Net Present Value (NPV) is the only metric CFOs trust, why AI forecasting will soon replace your “gut instincts,” and how indie agencies with five people and an API are beating global networks with 5,000. Also, someone says “six-fingered avatar” and we mean that literally.

🔥 Brought to you with support from our chaos-sponsoring heroes at Troutman Amin, and the attribution truth-tellers over at Incremental—who will tell you if your media spend is working, even if it hurts your feelings.

👇 Hit subscribe if you like brutal honesty, data-driven heresy, and guests who don’t sound like they were media-trained into a coma.

Stay bold. Stay curious. And know more than you did yesterday.

#AdTech #MarketingTruths #BradleyKeefer #KeenDS #CMODoomsday #ROASSucks #HeadlessMarTech #ADOTATShow #MediaPlanning #Incremental #TroutmanAmin #MarketingMetrics #AIinMarketing #pesachlattin

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