A High Marketing ROI Is a Warning Sign
When your marketing mix model shows a 4x return, most marketers celebrate. They shouldn't. A very high ROI often means you're spending far too little.
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6 min read
When your marketing mix model shows a 4x return, most marketers celebrate. They shouldn't. A very high ROI often means you're spending far too little.
Marketing teams spend millions getting their measurement right. But if the answers arrive too late to act on, the accuracy doesn't matter.
Marketing mix models consistently flag Meta as the least efficient channel in the mix. The budget keeps going there anyway. Here is why.