Have marketers lost their common sense?

Renault’s vice-president of global brand strategy laments the amount of time he spends stuck on committees and working in spreadsheets, while Bella Italia’s head of digital says her board doesn’t even care about the cost per impression (CPM). Their shared frustration? Marketers have lost their common sense.
Driven by an obsession with data, KPIs and the thrill of being able to watch return on investment in real-time, conversations at Ad:tech London yesterday (27 September) sug