Topic
Every post on the Index about marketing roi.
Todd argues that CEOs treat marketing as overhead because measurement stops at clicks and impressions. He says analytics should connect campaign details like platforms, audiences, creative and copy to business outcomes, turning numbers into narratives that show marketing's value.
By Todd Kirk
Dahv argues that CEOs who see marketing as overhead are wrong, and that marketers can change that view by using real-time data, putting creativity at the center of campaigns, and adopting AI-driven tools instead of risking stagnation.
Todd argues that marketing data should be treated as an investment rather than a cost. Value comes from pairing analytics with creative intuition and empathy, since relying only on AI risks missing the nuances that connect with customers.
By Todd Kirk
Dahv argues that an 8x ROI comes from turning data into narrative, not from number crunching alone. Brands should use platforms that amplify their voice and balance data insights with creative instincts, or risk stagnation.
Joel argues that when marketing can't prove its value, the cause is both strategy and measurement rather than one or the other. Brands should embed AI and real-time analytics in line with company culture instead of waiting to measure.
By Joel Breen
Joel argues that flat marketing ROI comes from old playbooks, not weak teams. He says agentic AI only pays off when it fits organizational culture, and that misaligned AI creates culture debt and risks team harmony.
By Joel Breen
Joel argues that AI systems optimizing for short-term gains can erode brand values and team morale, which he calls culture debt. He says AI decisions should be aligned with organizational culture, using real-time course corrections, to protect long-term ROI.
By Joel Breen
Joel argues that last-click attribution misleads marketers about what produces revenue, and that AI models can identify the true drivers. He acknowledges the costs, including more complex data and a need for stronger governance, but calls transparency and precision essential investments.
By Joel Breen