Marketers: Stop Obsessing About ROAS... Focus On THESE Metrics Instead

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"Is putting all your eggs in the ROAS basket stunting your growth?"

Kipp and Kieran dive into why relying solely on Return on Ad Spend might not be the smartest move for marketers aiming for long-term success. Every marketer needs to understand the significance of building their own audience, the true impact of paid advertising, and navigating the complex world of marketing metrics.

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Timestamps
00:00 Marketing: focus on measuring the right metric.
03:55 Marketing's accountability in the Internet era.
09:38 Measuring marketing impact using incrementality models explained.
13:22 Measuring ad campaign impact through conversion studies.
14:33 Update numbers regularly with challenging incrementality model.
18:30 Nike shifted to a serve-and-retain marketing strategy.
23:32 Building own audience crucial for company's growth.
24:49 Encouraged new perspective on advertising metrics.

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‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Zapier’s CMO, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.