You’ve hit your numbers, but did your marketing actually work?

In this increasingly digital and data-centric marketing era, nearly every brand is chasing quantifiable results.
How do we typically measure marketing results? It varies, but we tend to love our KPIs in this business – particularly the ones that gauge performance. In the name of efficiency, we fixate on cost-per-acquisition measures, along with leads, site visits and the cost of every last click.
Unfortunately, I see first-hand that our analytics-obsessed, quarter-by-quarter mentality can