The Happy Marriage Between Marketing and Technology Is Over. The Elephant Is Still in the Room.
An Essay
How we confused measurement with intelligence..
Martech sold us a wonderfully convenient story:
Everything can be measured.
And if everything can be measured, everything can be optimised.
Management loved it. Excel loved it. Marketing department finally appeared to be “behaving itself”.
“Excellent. Now we can bring this naughty discipline under control.”
Except there was a problem.
Once you optimise everything against measurable outcomes, you inevitably start treating what is measurable as what matters.
