In this insightful discussion, Mike Menkes, SVP at Analytic Partners and expert in marketing measurement, shares critical perspectives on performance marketing pitfalls. He emphasizes the vital balance between performance and brand marketing, highlighting how neglecting brand equity can stunt growth. Menkes dives into the challenges of misleading metrics that complicate decision-making and underscores the power of a cohesive strategy that integrates both approaches. Ultimately, he advocates for a data-driven methodology to enhance marketing effectiveness and long-term brand success.

Mike Menkes, analytics expert specializing in marketing metrics, discusses the pitfalls of exposure and impact metrics, challenges of ROI metrics in marketing, the connection between radio ads and conversions, market mix modeling as a diagnostic and prescriptive method, and the risks of misleading metrics in business.