When it comes to marketing activity there is a common trend of separating campaigns into a “branding” bucket or a “performance” bucket.
Why do we segment our activity like this when no matter the specified campaign objective there is only one overall goal – Maximise ROI.
Many marketers are under the impression that segmenting campaigns like this and concentrating on one or the other is the fastest way to achieve these goals. However, this is a short term solution. How can you look at one part of a story and know how you got there, learn from the journey, or know what will be at the finish line?